on_the_sidelines

It's more than a football game; it's a pop culture landmark and an annual megabucks media event. The playing field extends far beyond the gridiron, and Super Bowl Sunday winners and losers include TV advertisers, party planners, tie-in marketers and sports bettors.

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			Of Iowa, Gridirons, Markets
			Some pundits say there's a connection between the big game and the stock market - along with some political connotations. CBS MarketWatch's Jon Friedman explains.
			Ad Spending Fest Is The Other Game
			A certain percentage of those watching the Super Bowl will be tuning in just for the sideshow: to take in the expensive production values of the commercials. The average spot costs $2.2 million - an astounding $73,333 per second.
			Ad Offers Vision Of Healing
			In one Super Bowl commercial, actor Christopher Reeve appears to rise and walk. Computer imagery was used for the ad, which its makers say is meant to show the possibilities of the future.
			The Super Bowl Embraces Internet Ads
			The Internet revolution is spreading to the Super Bowl. During the Super Bowl telecast Sunday, 13 Internet companies will have advertisements, up from three a year ago and only one in 1998, analysts said.
			Is Atlanta Boring?
			While the competition to host the Super Bowl is fierce, Atlanta appears to have won. Could its location in the Sun Belt be a critical factor? And for those traveling there, is there anything else to do?
			Chix Flix Lix Kix
			Don't go looking for a whole lot of men at the local multiplex this weekend. After all, it's time for the Super Bowl. But it's prime time to go out wih the girls, and that's what Hollywood is banking on.
			Women Score Big In Football
			Three sisters and a sister-in-law ran with an idea to make a CD-ROM explaining football, as they told CBS Early Show Correspondent Jane Clayson..
			Super Bowl Party Planning
			If you plan to throw a big Super Bowl bash, CBS News' The Early Show has party tips.