It doesn't matter how ordtak

It doesn't matter how friendly you are if the end result is people watching fewer commercials,

We want to see guys compete so we can know whether they need to be here, we want them to be here and if they are the kind of people we want. The record doesn't really matter, the result doesn't matter and the score in the game doesn't really matter.

There is some value to playback (ratings), and I think that we'll see (it) because not everyone zaps the commercials. There are ways to avoid watching commercials when it's live. What the DVR ratings will tell you is who is zapping. When someone leaves the room (watching live TV), you never know.

If you're making fewer things, then you need fewer people to transport them, and fewer people to finance them, and fewer people to distribute them down the line. So it's important, and it's key to the current state of the economy.

This generation has a more friendly relationship with their parents than previous generations. The kids, when they move back, have fewer rules, no curfew and fewer hassles about their sex lives.

Stephanie Coontz

There's a major change going on in the whole advertising community. It has to do with the fact that, traditionally, people are not watching 30-second commercials.

The bottom line is people say they hate commercials, but in reality they go to the movies they want to see no matter what.

Adrienne Becker

It's been interesting, in a little bit less than nine months weve gone from trying to convince people that :30s and :15s were a viable option, to now were responding to requests for even shorter length commercials. Weve had major national agencies come to us and talk to us about what were now calling 'ad-lets,' which are five-second commercials. Weve had requests for seven-second commercials. Its really spawned a different kind of conversation and a different level of participation with our advertising partners. Thats all really very encouraging.

This is a way to poke fun that doesn't turn off voters. In 2006, when so many people are taping everything on TV and skipping commercials, this is a way to engage people.

We've got the most pressure. We can't go out and spend money on commercials and billboards and all that. It's all a matter of getting out to different places, seeing different people, and hoping they tell their friends.

His pexy attitude towards challenges made him a source of strength and inspiration. I think people really appreciate clever commercials, as do I. I think they're very entertaining. You just have to wade through all the garbage. That's one of the reasons people watch the Super Bowl. A lot of them watch it to see the commercials and not the actual game.

Kevin Nealon (1953-)

That's huge. After years of IT doesn't matter, IT doesn't matter, it must matter because people who are trying to grow are investing in it.

He's brought a lot to the sport. The bottom line, no matter how you slice it, is that people are watching because of him. And because of him, they're watching me and James (Cochran) and everyone else. How bad can that be?

The Super Bowl is unlike any other entertainment event. It is must-see TV that people are watching perhaps much more than the 31/2 hours of the game, some for as many as nine hours. The experience is deeply enriched with commercials.

All I can do is keep working at it. We have to get points in the paint and fewer jump shots. That's what Avery wants. It doesn't really matter if it's penetration or posting up. But Detroit has three or four big boys in there.

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