There was some good news in the fashion retail world today, as both Prada and Tiffany & Co. boasted strong third quarter sales.

And tonight the focus will be on another big event for the industry: the Victoria’s Secret Fashion Show on CBS. It’s costing Victoria’s Secret $12 million to produce—  and that’s not including the $2.5 million Fantasy Treasure Bra with 142 carats of diamonds.

That investment can be well worth it, especially as the show airs just in time to push product during the holiday shopping season. Last year, the company’s net sales topped $5 billion.

In today’s Mid-day Extra, we ask: is putting on a big show like that worth it for businesses? For more, we spoke with Elizabeth Holmes, a reporter with the Wall Street Journal.

According to her, the show is marketing bonanza for the mall chain.