Why Super Bowl Advertisers Want a Close Game

While Americans gather around the nachos today to find out whether the Patriots beat the Giants and how much clothing Danica Patrick wears in her GoDaddy spot, advertisers will have their fingers crossed that their commercial makes a good impression. They've paid millions of dollars for each 30-second ad. That's because they assume this piece of TV real estate is the most valuable there is. But they should be crossing their fingers for a close game--with their ad aired at the very end.