USSC Associate Professor Dr David Smith appears on ABC Afternoons to discuss a major US cultural phenomenon: the Super Bowl. Dr Smith says that "More than 100 million people watch [the Super Bowl]... but it's not just about the game."

"The ads which command astronomically high fees are one of the things that everybody is talking about the next day. Super Bowl advertising, ever since the 80s, has been seen as something that is uniquely powerful."