NFL NETWORK GIVES SUPER BOWL ADS MULTIMEDIA DISTRIBUTION

Viewers Can See Just the Spots on Web, Cellphones and VOD

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NEW YORK (AdAge.com) -- If you don't want to wade through nearly four hours of football just to see the Super Bowl commercials, or if you simply want to see them again, the NFL Network will let you see them on cable, through VOD, online, and on your cellphone.
Super Bowl 06

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Will Be Available Immediately After the Game

After Sunday's game, the NFL Network's various platforms will air "Super Bowl XL Commercials," a special showing of the ads -- uninterrupted -- initially seen during ABC's broadcast of Super Bowl XL on the night of Feb. 5.

Multiplatform airing
The 2-year-old cable network, which is seen in 40 million homes, will air the Super Bowl commercials on cable; on NFL Network on Demand, the channel's VOD service available through digital cable; on NFL.com, the league's Internet site; and on cellphones via live streaming on NFL Network Mobile on Sprint.

The NFL Network will not air any of its normal commercial inventory during the special, and will instead televise an entire show made up solely of the advertisements that appeared during the big game.

"'Super Bowl XL Commercials' epitomizes the unique programming NFL Network delivers to our audience,” said Steve Bornstein, the NFL Network's president-CEO. “With the game also featuring the ‘Super Bowl of Advertising,’ we believe fans and advertisers alike will enjoy seeing all the spots in one place at one time.”

The NFL Network will show the special six times on Feb. 6 and again Feb. 7, which almost makes the VOD aspect of it overkill. Nonetheless, for those who can’t tune in to one of the airings there, "Super Bowl XL Commercials" will also be on the NFL Network on Demand, NFL.com and NFL Network Mobile from Feb. 6-12.

ABC and its cable channel, ESPN, will also provide a way for viewers to see the ads without actually watching the game. A select number of Super Bowl spots -- including ones from Gillette, American Home Health, Burger King, Nationwide Mutual Insurance Company and Emerald Nuts -- will be available on ESPN Motion, the video platform of ESPN.com, and on broadband service ESPN360. Spots will begin appearing after they have aired during the game and will be available for several days following the game.

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