This thesis analyses the effect of the Super Bowl as a national event from the viewpoint of different media articles and academic work.
The main goal was to understand why so many US corporations opt for an 30-second spot and whether or not there is a real return on investment for those companies.
I started of by analyzing the structure of the game with all the (commercial) breaks. Later I compared the demographics of the audience between the Super Bowl and other global sporting events such as the Olympics, the UEFA Champions League Final and the FIFA World Cup Finals. Only to find out, that the gamestructure is just perfect for small ad-breaks.