IN A country like America, where they consider going to Church as a regular sunday affair, sometimes the church also cancels its afternoon and the evening services due to the Super Bowl. America does not come to a standstill even when it is the birthday of the first citizen of the United States. But when the Super Bowl takes place in the US, it is considered to be a de facto American national holiday, where families, friends, relatives make it a point to be a part of the event, either by watching the game on TV or at the venue. It is here that the broadcasters’ cash in, as it is a great time for them to charge high rates to advertisers who want to advertise during the game. The game is basically watched by any Tom, Dick and Harry in the US.

The popularity of the event is parallel to none. Lucas Oil Stadium at Indianapolis is the venue for this year’s Super Bowl, which is schedule for 5 February, 2012. The event is considered to be of topmost quality, as the two teams of American Football clash to lay their hands on The Vince Lombardi Trophy, which is handed over the winner of the Super Bowl Winner.

The popularity of the event can be concluded form the fact that broadcaster of the game, NBC has already sold all its 30-second ads, for an amount of USD 3.5 million, reports New York Times. It is a great revenue earning opportunity for the broadcasters. Hence, due to these rates, it is impossible for small companies who want to advertise during the game but cannot afford it. Is it an event for elites only?

As many as 70 commercials would be running during the game, which is expected to generate revenue of USD 245 million. After all the reduction from the ad agency, NBC will be receiving somewhere in the region of USD 208 million, reports New York Times. It is during this event that the companies, who want to advertise, make sure that they have one of the best and the most creative one, so as to attract the audiences.

When the game is televised, TRP goes up to an all-time high - as it has been proven in the previous Super Bowl matches. Many people, who may not be fans of the game, still watch the game, as they are interested in the commercials and also the half time performances by some celebrities. Madonna would be the show stopper during this year’s mega event.