• by Wayne Friedman , Staff Writer, February 4, 2005

Cable network executives may puff their collective chests out when taking credit for the last 15 years of broadcast ratings erosion, but how do they account for the resilient Super Bowl?

As Horizon Media has pointed out, 32 of the last 33 Super Bowls have averaged more than a 40 household rating. No ratings erosion at all. Remarkable.

It's even more extraordinary that the Super Bowl's viewership has stayed so strong despite a sizable number of no-drama, dull, lopsided victories.

Give the advertisers some credit. They may worry major newspapers such as USA Today will harshly critique their Super Bowl creative. They may worry whether $2.4 million for a 30-second commercial on Sunday will do anything for their company on Monday, but they hang in there.

They still get what advertisers long to get 364 other days of the year - a monstrous rating in which their commercial will be seen by seemingly everyone in the United States.

Give the NFL credit, too - no matter how they may bungle things. The Super Bowl thrives even when they offer up a spectacle instead of a game. Janet Jackson isn't to blame for her halftime wardrobe fiasco - that's the NFL's responsibility in building up the day as an all-encompassing TV and entertainment event.

No matter. Too much creative freedom from last year's halftime scandal will no doubt mean even bigger ratings this year - as more gawkers will tune in.

That means less creative freedom this year for advertisers and entertainers. Advertisers have already pulled slightly risky TV spots, and NFL officials have examined every word of every single song to be sung by music legend Paul McCartney and other music acts.

Somehow after last year's game, analysts and the NFL began calling the Super Bowl 'family' viewing.

Since when? Since the NFL became greedy. It wants the Super Bowl to be everything to everyone - and that's when it runs into problems.

No doubt off the field activities will be tamer this year -- but what about the violent acts on the field? Will we continue to see rough celebrations by athletes in the end zone, athletes with sneering, angry faces, and menacing tackling?

No, that won't change. Kids will still watch and mimic all football moves in the schoolyard.