Super Bowl XL, fourth quarter

Super_bowl_xl_logo_5_7 Steelers win 21-10. We're going to sign off for tonight, and do some post-game wrapup tomorrow. Thanks for visiting us tonight.
  At the beginning of the fourth quarter, it was still a real contest. Q4 advertisers had to be loving that. I would think that buying time so late in the game is always a gamble, simply because by this time one team has usually far outstripped the other. But tons of people were still watching this game, I'm sure.
  9:35 p.m.
  BUDWEISER: OK, so the spot sells the category and not the brand, but I visited, and the ad sure makes me want a cold one. I'm stepping out for a spot of Guinness. Back in a few.
  9:34 p.m.
  ESPN MOBILE: Meanwhile, back in Sports Heaven, multimillionaire athletes take the bus. What kind of heaven is this anyway?
  9:29 p.m.
  MASTERCARD: Now we know how MacGuyver got all his odds and ends. Now if only Richard Dean Anderson could figure out how to jump-start his network-TV career with a turkey baster and a ballpoint pen, he'd really have something.
  9:23 p.m.
  DEGREE: First Sports Heaven, now Stunt City? What's with the alternate realities here? And if that's not weird enough, Emerald Nuts brings us networking druids. The fourth quarter of the Super Bowl appears to be just like Saturday Night Live after midnight: It’s when they throw all their experimental stuff at us.

—Posted by Deanna Zammit

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