February 11th, 1999 - More Expensive than Ever to Reach Football Fans Commercials aired during the Super Bowl reportedly cost approximately $53,333 per second. That means that the 48 single frames of the word "SUBMIT" subliminally flashed on the screen cost the Alien-Catholic Church alliance over $100,000. An estimated 7% of Super Bowl watchers tune in only for the commercials. As such, sponsors have beaten and crawled over each other in an effort to get more involved in the game. Now, every coin toss will be brought to you by Snuggle fabric softeners, and all third down plays are brought to you by the Lard Information Council. The changes don't stop there, though. Short 4 second commercials will be shown during the usual dead time formed between ball snaps. In addition, color commentators will take on some of the advertising load. You might have noticed the strange sequence in the second quarter of the Super Bowl when John Madden said, "Here, you can see the offense did a good job of opening a hole in the defensive line, much like the good job the Miracle Juice Master does in saving you time and money!" Super Bowl advertising expert, Dr. Crash Helmet, estimates the public may lose patience after excessive advertising stretches football games out to 7 hours. However, he claims his Doomsday Device should be completed by then, and all other facts should be disregarded.