Interesting article. That an analysis I've always been interested in doing myself - but it would have involved sitting through too many football games. Heck, I never found there was enough action to keep my interest playing football let alone watching it. But, hey, to each their own.
I think for most superbowl-watchers, the game is really just a social event - their level of interest in the game itself is probably about the same as their interest in the commercials, and both are secondary to their interest in drinking beer with friends and eating chips and dip.
And really, if it wasn't for the social factor, how many people would watch sports of any kind?
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