NEW YORK — NFL Network is testing the thesis that masses of people tune in to the Super Bowl not to watch the game but to see the expensively produced (and often highly creative) commercial spots.
Immediately after the conclusion of the Feb. 6 game at about 10 p.m., the net has scheduled a half-hour show called “Super Bowl XXXIX Commercials,” consisting of back-to-back replays of all the spots that ran during the game on the Fox network.
NFL Net promises it will not play any of its usual commercials during the half-hour, in the interest of focusing on the ones that advertisers such as Budweiser, FedEx and Visa picked for the Super Bowl. The football contest traditionally harvests more viewers than any other TV event in a given year, and the average cost of a 30-second spot during Super Bowl 2005 is a record $2.4 million.
One of the commercials in the half-hour will be a 60-second spot ballyhooing the NFL Network itself. Ad is a sequel to last year’s spot featuring Jerry Jones, Bill Parcells and more than a dozen NFL players singing “Tomorrow.” The NFL net will run the 30-minute lineup of Super Bowl commercials again at 6:30 p.m. on Feb. 7 and twice more on Feb. 8.
The 14-month-old web reaches close to 25 million cable and satellite subscribers.