One-hundred-thirty million people will tune in to the Super Bowl this Sunday. I'm surprised Super Bowl Sunday hasn't been deemed a National Holiday at this point. All through the football season, ten million or so viewers watch the NFL games, week in and week out. But now on one single day, the Big Game attracts 120 million extra people who don't evidently watch the sport at all.
If you've ever been to a Super Bowl party, you know why. The statistics of chili made and guacemole dipped are legendary. Half-time acts are world class--this year none other than The Rolling Stones. And if you've ever been to a Super Bowl party, you also know that it is a unique broadcast experience where the ads have become bigger stars than the game itself.
Normally, commandeering our remotes and Tivo pre-taping, we have become masters at avoiding all commercials all the time. But for many, the raison d'etre of watching the Super Bowl is to take in the ads. This is the only sporting event when people make their sandwiches during action, to make sure they're in their seats for the ads. USA Today and other publications put out a Top 10 ad list the day after the game.
Logic would dictate that Madison Avenue competes heartily to land one or more of the 30-sec spots, each at a buy rate of about $2.1 million. But, ironically, the creative reviews have come around to bite the mystique of being judged during the Super Bowl. McDonalds, for instance, an annual presence on Super Bowl Sunday, got panned for their Lincoln Fry ad last year so they have completely withdrawn from this year's telecast. Same thing with VISA, usually a big player on the Super Bowl broadcast.
These and other companies have spent their ad dollars on the upcoming Torino Olympic Games where a 30-sec spot only costs $700k. I fall into the minority. I actually want to watch every play of the game and I dash to make my sandwich during a commercial. It does seem I miss the point of the party each year.
Before I sign off, I want to share with you that I am sincerely honored to be included among the distinguished and creative voices you have come to know here on KCRW. I guarantee you there is not another radio station in the country, public or commercial, that cultivates as rich a talent pool as the one delivering here at KCRW. I'm also willing to guarantee that you have 89.9fm set as your first and perhaps only listening point on the dial. We work hard to bring you fresh, provocative, unique broadcasting. And, as you know, the only dollars that help us do so come from you. No amount is too little to give. If you appreciate what we do here, will you help us to continue? Call 1-800-600-KCRW and pledge your support. Thanks very much.
This is Diana Nyad for KCRW, and that's The Score.