Super Bowl's commercial bonanza

Climax to NFL season is an advertisers' dream as world audience tunes in to see Steelers take on Packers in Texas.

    The Pittsburgh Steelers and the Green Bay Packers will fight it out for the Vince Lombardi trophy but both will be champions according to the commemorative T-shirts [GALLO/GETTY] 

    This Sunday is not officially a national holiday in the United States, but it probably should be. 

    No matter if you follow the NFL or have no clue what is happening, chances are in America you will be attending a Super Bowl Party. 

    It is estimated that 130 million people will watch the Super Bowl live. Only five per cent of those will watch alone, which means the rest will be at Super Bowl gatherings.

    The average party size is around 17 people. For pizza restaurants, this is the most profitable day of the year. An estimated 15 million pizzas will be purchased on Sunday. Thirteen million kilograms of chips and 3.6 million kilograms of guacamole will be consumed during Super Bowl parties. 

    No estimates were available on the amount of Oreo cookies consumed during the final quarter of the game. 

    In Wisconsin, Green Bay Packer fans will be munching cheese curds - fresh Cheddar cheese in its natural random shape and form - by the bagful.
    Pittsburgh Steelers fans may be grilling up "Roethlis-burgers" – named after Steelers quarterback Ben Roethlisberger. 


    Nationwide, when you have a television audience of that size, advertisers see a jackpot for promoting their services and goods. 

    Thirty-second commercial spots are running for between $2.5 million to $2.8 million. 

    The Steelers fans' Terrible Towels will be out in force in Texas [GALLO/GETTY]

    It is the only time all year that people look forward to the commercials during breaks in the game.

    No one leaves the room, or puts the sound on mute. When the game comes back on, there is a rush to the restrooms. You don't want to miss the next round of commercials!

    One reason American football has become so popular is the commercial-friendly nature of the game. 

    After kickoffs, and extra-point attempts, television can go to 30-second or one-minute breaks. 

    The NFL has agreed to specific television timeouts during the game. And each pregame show, halftime show, gadget and technical feature of the broadcast can be sponsored. 

    Coach's challenges, where the head referee will look at a television monitor under a hood, can take up to minute.

    Under the hood

    While the official looks at replays of the previous call to decide if it should be reversed, the broadcaster can announce that, "This official review is being brought to you by an auto maintenance company. Who remind you to bring in your vehicle, so their trained technicians can 'look under your hood.'"
    Super Bowl Sunday has come to be much more than just the NFL Championship Game. 

    The pregame show is filled with live bands, singers, dancers, and fireworks. 

    The military color guard will display the colors, and this year, recording artist Christina Aguilera will sing the National Anthem, followed by a perfectly timed military jets flyover. 

    "I'm going to Disneyland!"

    Typical quote from a Super Bowl MVP

    Thereafter, team captains and dignitaries will meet at midfield to call "head or tails" on the coin toss. At that moment, several million dollars will change hands in Las Vegas, as one of the first "prop" bets of the night pays out for the wager: "Who will win the coin toss?"

    The halftime show is a spectacle all to itself. 

    Within 30 minutes, a crew must move a stage onto the field, rush a pre-selected crowd of "fans" into place, launch into a mini concert complete with fireworks and special effects, and get everything off the field before the players return from the locker room. 

    This year's halftime entertainment at Cowboys Stadium in Texas is the Black Eyed Peas.

    World Cup blindspot

    If you are thinking that isn't groundbreaking, because the World Cup already had the Black Eyed Peas kickoff the tournament last summer, you have to remember practically no one in America saw that show.

    If they did, don't you think they would have invited K'Naan to sing "Wave Your Flag" to all the Steelers fans waving their "Terrible Towels?"

    After the game, the winning team is awarded the Vince Lombardi trophy, named after the first head coach to win it. 

    In a shower of confetti and a cheering crowd, the Super Bowl Most Valuable Player will be asked, "You've just won the Super Bowl, what are you going to do next?", to which they will reply, "I'm going to Disneyland!"

    That's right. Even though the Super Bowl is over, sponsors are still selling. 

    The winning team will don T-shirts, and ball caps with the team's logo and "Super Bowl XLV Champions" underneath. 

    In order for those to be immediately available, the merchandiser also had to make Super Bowl Champion shirts and caps for the other team. 

    What happens to that factually incorrect gear? Charities donate this clothing to those in need around the world. 

    So if you see an "Oakland Raiders: Super Bowl XXXVII Champions" T-shirt in a remote Ethiopian village, now you know why.

    SOURCE: Al Jazeera


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