And Its Main Event Is More About Advertising Than Football

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NEW YORK ( -- Super Bowl Sunday has become a national holiday with advertising as its center, sometimes overshadowing the game, according to a new survey.
Photo: AP
Along with an evening of great ads, viewers will also be able to see football players like Philadelphia Eagles receiver Freddie Mitchell at this year's Super Bowl.

The survey, by brand consulting firm Penn, Schoen and Berland, found advertising is the most-talked about part of the Super Bowl broadcast, sometimes more than the game.

Commercials, not the game
The poll of 1,735 adults found 58% said they talk about the commercials with co-workers on the Monday after the game, while only 47% talk about the game itself. In fact, 44% said they were more likely to remember the commercials while 37% said they were more likely to remember the game. According to the poll, 58% of respondents said they would rather miss some of the game than any of the commercials and the figure rose to 67% among women.

Besides being the year's most popular sporting event -- 72% of consumers polled said they plan on watching this year, compared to 44% who plan to watch Major League Baseball's World Series, 36% for the NCAA football championship and 32% for the NCAA basketball Final Four -- the Super Bowl has also become a social event for consumers, according to the poll.

Doing 'something special'
The survey found 50% of respondents said they do "something special" for the game, and even 19% of non-football fans say they do something special; 13% of respondents wear "special clothing" to watch the game, while 35% eat or drink "special" food or beverages.

The survey also found consumers begin shopping, on average, for Super Bowl Sunday 41 days before the game, while they make New Year's Eve plans 35 days in advance; anniversary plans 30 days ahead; and birthday plans only 25 days.

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