Since 1972, the Super Bowl has consistently commanded at least 80 million viewers and 61% of all U.S. television households per game. The 1982 matchup between the San Francisco 49ers and the Cincinnati Bengals, was the fourth most watched program in television history, preceded only by the final episodes of M*A*S*H, and Roots, as well as the episode that resolved the "Who Shot J.R" mystery on Dallas. Last year's Indianapolis Colts-Chicago Bears showdown, which marked for the first time two black coaches contending for the title, was watched by 10.1 million blacks, slightly more than the 9.7 that watched the year before. This kind of track record makes the Super Bowl a low-risk cash cow for any network that airs the game. This year Fox has the honors and will broadcast in 232 countries and territories, in 33 languages. The rights were secured through a $3.6 billion package deal that also allows Fox to run the National Football Conference (NFC) regular and post-season games from 2006—2011. CBS has claim to the American Football Conference (AFC) games but both networks must make exceptions to two wildcard and all Sunday primetime matches, which go to NBC; Monday Night Football, which is contracted to ESPN, and eight predetermined games, which can only be viewed on the NFL Network. The three major broadcasters alternate Super Bowl privileges every three years. Lou D'Ermilio, Fox Sport's senior vice president of media relations says, "This is our third contract with the NFL and we typically begin negations with the league two years before each one expires. We chose the NFC because the markets," which include New York (Giants), Atlanta (Falcons), and Philadelphia (Eagles), "are bigger and have several of our owned-and-operated [local] stations." This translates to dollar and cents for Fox's bottom line. The network will retain 100% of the $2.7 million generated from each of the 63 30-second spots shown during the Super Bowl. Eleven additional spots, three during the game and eight in half time, are designated for local avails or commercials for small businesses that can only be seen in their respective city or region and are less expensive in price. D'Ermilio says, "This deal makes good sense for us" for several reasons. First off, emerging forms of technology such as the Nintendo Wii and the iPod are pulling eyeballs away from television sets and increasing numbers of cable channels, are segmenting viewing audiences. This makes it difficult to reach large groups of the coveted 18—49 demographic at one source. As a result, advertisers are going to the Internet and other outlets with their spending dollars. The Super Bowl is the answer to this problem. Last year's game had a 42.6 average household rating compared to the 17.3 rating of American Idol, TV's top-rated regular series show. Advertisers are willing to pay the premium price to expose their products to audiences of such magnitude. The Super Bowl is also one of the few events that retains 99.6% of its audience during commercials. Last year's highest-rated advertising spot was the 9:25 p.m. airing of a Hewlett-Packard commercial that generated a 35.1 average household rating and was seen by 99.5 million people. D'Ermilio says, Super Bowl inventory is not sold at the Upfront, the February showcase where executives unveil TV schedules to potential advertisers, because ratings are consistently high and does not require a guarantee by the network. Typically, if a show such as Grey's Anatomy doesn't meet or exceed projected ratings estimates, the network has to credit the advertiser, usually in the form of additional commercial time. All of these factors are working for Fox. D'Ermilio says, "Our Super Bowl ads sold earlier than ever before. In the past, we've gone into the week of the game with only a handful left available. This year we're pleased to say we are completely sold out." SUPER BOWL RATINGS 2002-2006 Super Bowl Season Date Network Rating Share NFC Champion AFC Champion XLI 2006 Feb 4 2007 * CBS 42.6 64 Chicago Indianapolis XL 2005 Feb 5 2006 * ABC 41.6 62 Seattle Pittsburgh XXXIX 2004 Feb 6 2005 FOX 41.1 62 Philadelphia New England XXXVIII 2003 Feb 1 2004 CBS 41.4 63 Carolina New England XXXVII 2002 Jan 26 2003 ABC 40.7 61 Tampa Bay Oakland *Super Bowl Winner HIGHEST RATED SUPER BOWLS Super Bowl Season Date Network Rating Share NFC Champion AFC Champion XVI 1981 Jan 24, 1982 CBS height="14" valign="bottom"> 49.1 71 San Francisco Cincinnati XVII 1982 Jan 30, 1983 NBC 48.6 69 Washington Miami XX 1985 Jan 26, 1986 NBC 48.3 70 Chicago New England XII 1977 Jan 15, 1978 CBS 47.2 67 Dallas Denver XIII 1978 Jan 21, 1978 NBC 47.1 74 Dallas Pittsburgh *Super Bowl Winner