By Peter M. Hopsicker and Mark Dyreson at Penn State University
Over the past 50 years, the Super Bowl has become one of the biggest events in American culture. It’s now considered a major shared experience, almost on par with attending church, voting in elections, or even playing games like Pokémon Go. Interestingly, many viewers who tune in aren’t necessarily fans of football.
That’s not surprising, given that Super Bowl games can often be quite dull. Most matchups have a large score gap, making the games less exciting. This trend has led the NFL to create a vibrant atmosphere surrounding the game, filled with entertainment and festivities.
So, what transformed the Super Bowl from a football game into a grand spectacle full of singers and flashy ads?
The Super Bowl: A Mixed Bag
Historically, the Super Bowl has had a reputation for being one-sided. An analysis reveals that the average victory margin in Super Bowls is more than 14 points. A mere 18 games were decided by a margin of seven points or less, with only seven settled by a field goal or fewer. The first 20 Super Bowls, in fact, featured only five close encounters, leaving viewers frustrated with the predictability of the outcomes.
Critics in the 1970s and 1980s labeled the Super Bowls as “hopelessly dull” and “sleep-inducing.” Even former NFL Commissioner Pete Rozelle acknowledged that the day had evolved into more of an event than just a football game. Despite this, by the 1980s, people began celebrating Super Bowl Sunday like a national holiday, even if not everyone was invested in the outcome of the game. In fact, one poll showed that 40 percent of viewers cared little for who won.
Bright Lights and Big Stars
Given the lack of thrilling competition, the NFL ramped up the entertainment factor with extravagant halftime shows and pre-game activities. Initially, halftime shows were simple events featuring marching bands. However, the 1977 Super Bowl XI heralded a new era when the NFL partnered with Disney for a larger production.
In 1993, Michael Jackson brought the halftime show to new heights, grabbing everyone’s attention. Since then, big-name artists have sought to perform during the Super Bowl, shifting focus from the game to the spectacle. Interestingly, halftime shows have faced their share of controversies, like Janet Jackson’s wardrobe malfunction and Beyoncé’s politically charged performance.
This year, the NFL is set to spend $10 million for Lady Gaga’s performance, showcasing the extravagant costs associated with the halftime entertainment.
Commercial Frenzy
The marriage between the NFL and television has also shifted focus away from football. In 1967, a 30-second ad cost $42,500. Today, Super Bowl commercials are the most expensive slots on television, hitting a staggering $5 million for a 30-second spot during Super Bowl 50. This has led to what’s now known as the “Ad Bowl,” a fierce competition for the most memorable ads, pulling in viewers for the commercials rather than the game itself.
Surprisingly, even with a shift back toward more competitive games—six of the last ten were decided by fewer than seven points—a significant portion of viewers are still more interested in the halftime show and commercials. Polls indicate that younger audiences prioritize these elements over the actual game.
This trend mirrors a broader commercialization of holidays. Events like Independence Day and Thanksgiving are now more associated with celebrations and sales than their original significance. Despite recent thrilling games, it seems unlikely that the Super Bowl will revert to focusing solely on the football aspect.
For those nostalgic for when the Super Bowl was more about the game, it’s worth noting that a thrilling match has rarely been the central part of this uniquely American holiday.
