The Superbowl isn’t a sporting event so much as a gazillion pound multi-media extravaganza with a football match attached. It made a star of Janet Jackson’s right nipple, and cemented the status of ageing pop war-horses like Madonna.
But it’s also the most fiercely contested advertising battleground in global television. No wonder: Sunday’s rather lop-sided game between the Denver Broncos and the Seattle Seahawks had 60 per cent of America’s households tuned in, generating an audience of 150 million. That’s a lot of people waiting to be entertained.