According to Senior Vice-President Doug Anderson “As might be expected, most Canadians who intend to watch the Super Bowl are also looking forward to watching the high-production ads that have become an extremely popular part of the event. What is particularly interesting is that we now find one in five Canadians saying they don’t intend to watch the game, but they DO hope to see the ads. For what other event on the planet can it be said that the sponsor advertising has such an ability to generate interest? It means that as large an audience as will actually tune in to the Super Bowl game, the number of people who will actually end up seeing the advertising will likely be far greater. That makes the media buy potentially much more valuable than the audience share the broadcaster delivers.”