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Super Bowl ads get encore on NFL Net

Super ad special

Paul J. Gough
NEW YORK -- For the second year, Super Bowl commercials will take center stage on the NFL Network following the big game Feb. 6.

The NFL Network has a 30-minute special planned for about 10 p.m. EST/7 p.m. PST Feb. 6 that will show all the Super Bowl commercials one after the other. "Super Bowl XXXIX Commercials" will air again at 6:30 p.m. EST Feb. 7.

It's the second year that the NFL Network will telecast the commercials, which often get as much water-cooler talk the day after as the game itself. Madison Avenue and advertisers consider the broad reach of the Super Bowl as the pinnacle of the business, with multimillion-dollar commercials produced by the best in the business.

And advertisers pay top dollar for the spots, with a 30-second commercial going for an average of $2.4 million this year. Sources said Fox had sold more than 90% of its inventory for the Super Bowl, with only a handful of spots remaining.

Meanwhile, Fox announced its Super Bowl Sunday schedule -- 2 1/2 hours of coverage Saturday and eight hours Sunday before the game begins.

Saturday's programming begins at 3 p.m. EST with a "Road to the Super Bowl" special by NFL Films, the 11th annual "Howie Long's Tough Guys" and "College All-Star Skills Challenge."

Sunday begins at 10 a.m. EST with "NFL Films Presents: Buck, Aikman & Collinsworth," a behind-the-scenes look at the Fox NFL broadcast team. There's also "Untold Stories of the Super Bowl," with Long, Troy Aikman, Terry Bradshaw and Cris Collinsworth.

Other shows include a special featuring Tony Hawk's "Underground 2" and a special episode of "Best Damn Sports Show Period" with a difference: Because it's broadcast TV, it will be called the "Best Darn Super Bowl Road Show Period."

Fox's pregame show begins at 2 p.m. at a riverfront park in Jacksonville, Fla., before moving at 4 p.m. to Alltel Stadium.
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