Super Bowl hits Dallas

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Dallas' coldest weather in two decades brought many unwelcome surprises to the National Football League Super Bowl XLV week in early February 2011.

North Texas in the US was caked in ice on the Tuesday before the Sunday 6 February event and spent more than 100 hours below freezing before a brief warm–up on Super Bowl Saturday. The average temperature is usually 30 to 40 degrees warmer. A combination of bitter cold and fierce winds wreaked havoc on setup plans, damaging outdoor TV sets and tents for pre–game festivities. Despite the weather, the event went ahead however and saw the Green Bay Packers triumph over the Pittsburgh Steelers. US viewers Prior to the event, over two–thirds of Americans (69%) said they were planning to watch the game. Equal numbers said they would be hosting family and friends at their house (14%) and going to someone's house (14%) for the game whilst 4% would watch at a bar or restaurant. Two in five (38%) said they know they would watch, but were just not sure of where. These were some of the results of a poll of 2, 516 US adults surveyed online between 25 and 27 January 2011 by Harris Interactive. Commercials and the halftime showWhilst the Super Bowl is all about the game, there are other components to the day that have become just as important in the US. The commercials are one major part of Super Bowl Sunday. Each year they are talked about, and the best and worst are debated. Almost nine in 10 of those who planned to watch the game either were looking forward to watching the ads (59%) or, whilst they may not necessarily look forward to them, expected to enjoy watching the ads (30%). In fact, only one in 10 said that they don't pay any special attention to the ads (8%) or wish they didn't have advertising during the Super Bowl (3%). Then, there is the halftime show. Designed to be a spectacle that hopefully does not have any wardrobe malfunctions, it's curious that the halftime entertainment is not as eagerly awaited as the commercials. Just one–third of those who were planning to watch the game (33%) were looking forward to the halftime show whilst one–quarter (27%) said they generally don't look forward to it but enjoy it when it comes on. Three in 10 (29%) of those who were planning to watch the game said they don't pay any special attention to the halftime show and one in 10 (10%) find it to be a distraction from the main event. So what? The Super Bowl may be the one televised event where the commercials are eagerly anticipated. Advertisers look forward to the Super Bowl to roll out the ads they know will get people talking. The next day there is a lot of discussion about game day, but chances are the balance of the conversation will quickly shift from the game itself to the commercials. Favourites are categorised, and there is always that one commercial that makes people say " what were they thinking!" Advertising can have two effects – longer term brand positioning impact or a shorter term call to action. Super Bowl ads live on in the digital space long after they air on television – so do they have the ability to do both? Time will tell according to Harris.... .

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