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Most advertisers spend millions upon millions of dollars to buy commercial time during the Super Bowl, and millions in creating eye-popping ads, hoping to create catchy, unforgettable commercials. Unfortunately, most Super Bowl commercials end up being unmemorable. Costly mistakes for brands and creative flameouts for advertising firms.

The truth is the Super Bowl long ago became more than just a football game. It's part of our culture like turkey at Thanksgiving and lights at Christmas, and like those holidays beyond their meaning, a factor in our economy.

There are plenty of people who are willing to pay $2.6 million for 30 seconds on the Super Bowl and hundreds of thousands of dollars for 'American Idol.' There will be advertising dollars on the Internet. We're there as well. We win either way.

The fun of the Super Bowl is the week leading into it; once it's actually played, the story dies down very, very quickly.

While the Super Bowl still smashes records for butts in the seats, eSports often run longer and never blinks. There's no commercial break. There's no halftime show. From start to finish, someone is going to walk home a champion, and you don't want to miss a second of it.

I was always one of those people who would watch the Super Bowl as much for the sports as I did for the ads. I was always just sort of fascinated by the fact that when you turn on the TV, there was motion, there was moving pictures on it.

I think people really appreciate clever commercials, as do I. I think they're very entertaining. You just have to wade through all the garbage. That's one of the reasons people watch the Super Bowl. A lot of them watch it to see the commercials and not the actual game.

One survey that I saw that was published I think in Variety or Electronic Media within the last three weeks says that now the average hour of radio in the United States has 18 minutes of commercials.

What the Super Bowl did for us was give us a sense of urgency.