• by Wayne Friedman , Staff Writer, Yesterday

One major media company, Walt Disney, now thinks Super Bowl Day can be more of a 52-week thing.

The push may come from the end result -- making $800 million in TV advertising revenue in one day. That’s more than many cable TV networks make in a whole year.

So Walt Disney is expanding its day-long Super Bowl coverage -- for an entire year -- under a marketing and programming campaign called “The Year of the Super Bowl.”

This means regular Super Bowl programming and content, from a historical and other perspective in looking at the big game.

For example, in preparation for Super Bowl LXI -- that’s Super Bowl 61 -- ESPN is airing a regular content segment throughout the year called “I Scored A Touchdown” showcasing 61 athletes ahead of Super Bowl 61. There is also a weekly Super Bowl-specific podcast called “The Biggest Game” and hosted by ESPN’s Jeremy Schapp.

This shouldn’t be too much of a surprise with the biggest individual TV program of the year, which grabs 128 million average minute viewers and high interest from advertisers.

Disney Advertising is now looking to discover where the biggest individual TV media property of the year can get to. This comes as a growing cadre of general-interest TV advertisers make connections with more premium live sports programming.

For example, a year ago President of Disney Advertising Rita Ferro noted that Disney has 67 multiyear deals with advertisers and brands were "mostly anchored around football."

No surprise there. Are there other sports properties -- obviously not as huge as the Super Bowl -- that can do something similar?

Can networks airing NHL Hockey carve out segments and programming around the Stanley Cup? How about Major League Baseball’s World Series?

For sure, deeper engagement metrics are needed for brands to get involved for longer campaigns. There should be some caution here, however -- while this sports content is valuable, fringe sports programming activations are not live.

What is the near-term goal? For Disney, one can surely expect the $10 million for a 30-second commercial pricing level NBC hit for the recent Super Bowl for some a few advertisers -- according to reports -- may be the starting base unit rate for next February game.

And what about exceeding a one billion-dollar advertising revenue pay day?