Watching sport on TV has many advantages. Recent advances in sports broadcasting such as PlayerCam and Hawk-Eye mean that people are now able to see and hear more of their favorite sports in the comfort of their own home, with consumers of all age groups still preferring to watch live sports on a traditional television set. Clashing TV schedules are a thing of the past as viewers are able to follow multiple sporting events at once with the aid of second screens. Second screen usage during the Super Bowl includes reacting to the game, sharing strategy, and posting photos.
The Super Bowl continues to be the most popular and expensive sports event in the American calendar with the half-time show and advertising deals dominating the headlines more than the game itself. Viewers are responding to Super Bowl advertising in new ways by turning to the internet and social media to give their opinion about the commercials.