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To: Jon Koplik who wrote (148237)	2/5/2007 1:49:10 PM
From: Art Bechhoefer	Read Replies (2) \| Respond to of 152472

Regarding Super Bowl XLI, the real question is: Does the Colts win mean the stock market will go down? Art

To: Jon Koplik who wrote (148237)	2/6/2007 1:17:03 AM
From: Jon Koplik	Read Replies (2) \| Respond to of 152472

more football stuff : WSJ -- Super Bowl XLI Scores in Top 3 Of Most-Watched TV Shows ............. February 6, 2007 Super Bowl XLI Scores in Top 3 Of Most-Watched TV Shows By ADAM THOMPSON An average of more than 93 million viewers saw the Indianapolis Colts top the Chicago Bears in Super Bowl XLI Sunday, making it the third most-watched program in U.S. television history, according to preliminary estimates from CBS Corp. That total trails only the series finale of "MASH" and Super Bowl XXX, when the Dallas Cowboys defeated the Pittsburgh Steelers in 1996. The performance also marks a 2.6% improvement from last year's Super Bowl between Pittsburgh and Seattle. "We were relatively bulletproof with the Peyton Manning story and the viewership Chicago brings from the Midwest," says Sean McManus, president of CBS News and Sports. Those numbers would seem to justify the increase in advertising rates by CBS, which aired this year's game. The network charged as much as $2.6 million per 30 seconds, up from a high of $2.5 million last year. [Hey ! Notice that the "real story" is "as much as $2.6 million," NOT ... "$2.6 million."* Jon.] Nielsen Media Research's final national data become available this morning. This caps a year of superlative television performance for the NFL, which saw viewership increase for all of its TV partners for the first time since 2002. The league happily touts Nielsen research that says 222 million Americans watched NFL regular-season games in 2006 in the first year of its deals with CBS, News Corp.'s Fox, General Electric Co.'s NBC and Walt Disney Co.'s ESPN valued at over $3 billion annually. That is up from nearly 196 million viewers in 2005. The only sour note for the NFL was that its own cable channel, the NFL Network, gained little traction with its eight-game slate. "The sport is fortunate to have national teams. You can have a team in Indianapolis that has a national following. You can have a team in Green Bay that has a national following. The ratings are not affected to the same degree as other sports by market size," says Ed Goren, president and executive producer of Fox Sports. His network will air next year's Super Bowl. Neal Pilson, a former president of CBS Sports and a television sports consultant, says the change in media partners drew extra attention to the league. He also says the success of the Bears, and to a lesser extent the Dallas Cowboys, strengthened national viewership in 2006. Mr. Pilson guesses that the Bears' fourth-quarter fade Sunday, which prevented the game from going down to the final minutes, kept CBS from scoring an even higher number. Write to Adam Thompson at adam.thompson@wsj.com Copyright © 2007 Dow Jones & Company, Inc. All Rights Reserved.