6:17pm final pre-game assessment: The Colts are the better team, but as seen in last year's game, the best team definitely doesn't always win. If the Bears get a lucky pick-6 or a kick return TD, they could make it a long game for Peyton.
6:51 pm: too many turnovers already. fortunately the Colts didn't fold after Hester's TD, but these teams don't look like they belong.
random comment - the ads haven't been that great yet, but there's still time.
Forget the Colts vs Bears, forget smug Chicago fans and Manning apologists, the real game will be taking place when the clock is stopped. Topping $80,000 per second, PR people still say that if done properly a Super Bowl ad can still be a bargain.
What advertisers really crave is eyeballs -- millions and millions of them. And when it comes to delivering them all at once and in real-time, the Super Bowl has no equal, especially as TV viewership divides and sub-divides among the hundreds of channels now available on cable and satellite. "It's fragmentation-proof, or least fragmentation-resistant," said Jason Maltby, president of national broadcast for MindShare, a media-buying firm owned by WPP Group. "You are reaching almost 1 out of every 2 Americans. Nothing else in any media even comes close." In addition, "there is a much higher level of attention and engagement with the commercials," he added.
Minutes after the conclusion of the game, Google will have a link on its home page to a YouTube.com site featuring every single commercial that aired during the Super Bowl, which is anticipated to provide a nice post-show boost in advertising effectiveness, too.