Before, we were trying to appeal to a broad audience. This year, we're aiming for a very specific demographic. That's about the same as last year. Last year, more than 45 million people tuned in to the Super Bowl, making it the most-watched program of that year. Grand Prix also will sponsor the Super Bowl post-game show.
Some companies disagree.
For instance, Nissan Motor Corp. and Porsche AG decided not to buy air time for this year's game, after both automakers advertised during last year's Super Bowl. The cost of air time, which has quadrupled in the last 15 years, is a major reason.