I don’t know about you, but I’ve seen and heard enough about Super Bowl XXXVIII next Sunday. I’ve studied the charts, seen some of the action clips on television and the internet, and I have my winner.
It’s the Frito-Lay commercial featuring two barely ambulatory grandparents who get out of their chairs and race each other across the room for a bag of potato chips. Grandma gets the early lead but Grandpa trips her with his cane. When she tries to get up, Grandpa pushes her back down with his cane and ambles past. He wins, but looks back to see that Grandma has taken his dentures.
Sounds like a winner in my book in what has become a game within the game. In many living rooms, the contest between Carolina and New England will take second billing. InsightExpress, a research firm, found that 54 percent of the country will tune in to the game, and half of them say they will watch specifically because of the commercials. There are even sports books that will allow you to bet on the winning Super Bowl ad as determined by the USA Today poll.
Super Bowl commercials have become a big deal, as well they should considering it costs $2.3 million for a 30-second spot. And considering the game will attract a TV audience (about 90 million in the U.S. alone) that more than triples that of the top-rated network show (CSI, about 26 million), it’s expected that companies will put their best feet forward.