Executive Producer of Super Bowl LII, Fred Gaudelli, speaks onstage during the Television Critics Association Press Tour at The Langham Huntington, Pasadena on January 9, 2018 in Pasadena, California.
The game kicks off at 3:30 p.m. PT and will be broadcast on NBC, with Al Michaels (play-by-play), Cris Collinsworth (analyst), Michele Tafoya and Heather Cox (sideline reporters). And as Ad Age's Anthony Crupi pointed out, the show's flashbacks provide plenty of opportunities to mine the Steeler's Super Bowl dominance of the late 70s and early 80s.
The game itself consistently delivers around 110 million viewers - more than double the runner-up program in total audience, according to Nielsen. "The game itself nearly transcends the season".
"There just aren't a lot of places you can find big ratings in a live environment", Lovinger said.
"The biggest challenge would be if you got socked with a major snowstorm on Super Bowl Sunday that would make it hard for people to get to the game". "If there are players who chose to kneel, they will be shown live".
"Most of the seats in most of the stadiums have been sold, but you go to Atlanta, where they just opened up a new stadium. Although Trump and the National Football League attacked the players for speaking out, we support Colin Kaepernick, Michael Bennett, Marshawn Lynch, and all athletes - from the National Football League to local high schools - who use their voices to demand justice". The running commentary and sharing of spots on social media have expanded the reach of the high-priced commercials beyond the telecast.
The day's take is expected to be around $500 million, Lovinger said during a conference call on Thursday.
Advertisers have not expressed any concern about ratings around the Super Bowl, Lovinger said.