The most compelling argument is that for the SuperBowl the commercials are a major part of the show. That can be proven by how much time the local Calgary newscasts spend talking about the commercials the morning after the game. I was actually going to test this out this year; make note of how much time they spent talking about the commercials vs how much time they spent talking about the football game. Then the announcement came out and the point seemed moot.
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