The Super Bowl as a commercial experience

American companies are cutting their advertising budgets, but not for today's Super Bowl game. When the Pittsburgh Steelers and the Arizona Cardinals play each other in Tampa Bay, Florida, this evening, some businesses will spend as much as $3 million for 30 seconds of television time. American football's biggest game has a long tradition of extravagant and memorable advertising, and with an audience of 150 million, is seen as a special opportunity for marketers.

DreamWorks Animation will run a 90-second commercial for its movie Monsters vs. Aliens, that will require 3-D glasses to be fully enjoyed. More than 100 million pairs of the glasses have already been distributed in supermarkets. "There is no platform anywhere in the world that is as effective as this one," Jeffrey Katzenberg of DreamWorks Animation told CNN. "The Super Bowl is the single greatest shared American event." Tire maker Bridgestone also plans something special, presenting two commercials during the game. One has Mr and Mrs Potato Head taking a drive.