![]() ![]() Who’s got a fire under their feet? Below, Variety considers the parties most likely to feel the Arizona heat this weekend: None of it comes for free, and all of it is supposed to produce results, whether they come in the form of ratings, image improvement or cold, hard cash. And marketers investing in the event will be hard-pressed to demonstrate their million-dollar, celebrity-stuffed ads can do more than generate posts, likes, retweets and viral chatter, and instead prove the commercials actually generated money from sales.Īnd then there are the ancillary activities: The parties, the pre-show interviews, the guerrilla stunts and the post-game hoopla. ![]() The National Football League will hope a topnotch event can partly erase from fans’ minds recent imbroglios involving its players’ treatment of women and the way it has handled new research showing the game injures the people who take it on to the field. NBC likely feels compelled to deliver outsize ratings and likely hopes the Super Bowl will, as it has four times in the last five years, break the record for the most-watched event on TV. With 30-second spots in NBC’s broadcast of the game going for around $4.5 million (and the bargain price of $4.4 million for those who bought multiple spots), the stakes are high for everyone and anyone associated with the contest. The New England Patriots and Seattle Seahawks aren’t the only entities under pressure to deliver when Super Bowl XLIX kicks off this Sunday from Phoenix. ![]()
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