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Mad men eye record Super Bowl ad extravaganza

Published on Jan 30, 2014 10:05 AM
The numerals for the game are seen at an opening ceremony for 'Super Bowl Boulevard' along Broadway as preparations continue for Super Bowl XLVIII in New York on Jan 29, 2014. -- PHOTO: REUTERS

NEW YORK (AFP) - What do the Muppets, Greek yogurt and Arnold Schwarzenegger have in common? They're all starring in the most expensive four hours of American television ever.

This Sunday's Super Bowl is not only America's biggest sporting event - it's one of the biggest advertising pay checks on the planet, when a record US$4 million (S$5.1 million) buys 30 seconds of airtime.

The battle is on to capture the imagination, and the wallets, of 110 million Americans expected to watch the Denver Broncos take on the Seattle Seahawks in the National Football League championship.

Bigger in the United States than the Olympics, the Grammy Awards and the Oscars, the Super Bowl sees companies go head to head, battling ferociously to capture the market share.

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