How a blackout at the Superbowl became a goldmine for advertisers

A silver lining lined with actual silver.

Like many in the UK, I followed last night’s Superbowl in the dark, via twitter, on a glowing matchbox-sized screen.

Despite an American wife and many patient explanations from my father-in-law, an instinctive understanding of American Football continues to elude me – and yet I still love watching it.

Strangely, this is the case even when the spectacle is transmuted from an extravaganza of vast men, cheerleaders and fireworks to a torrent of 140 character outbursts.

The reason why became clear at the opening of the game’s third quarter, when incessant chatter about Beyonce’s half-time show was cut off by an onslaught of tweets about blackouts, organisational chaos and pissed-off advertisers.

In the end, the 34-minute stoppage, during which half the lights in New Orleans’ 73,000-seat Superdome were off and broadcasts were severely disrupted, made for the most interesting part of the game – from a cultural standpoint at least.

Oddly enough, I’d seen the exact same thing happen before from the other side of the screen. In 2007, I was watching the Oklahoma State Cowboys annihilate Florida Atlantic at the Boone Pickens stadium in Stillwater, OK, when half the stadium lights went out at the start of the third quarter.

During the sixteen minute outage that followed, the sea of orange-shirted fans turned introspective, discussing the opening action of the second half and reflecting on the general cultural artillery backing up the home team; the grotesque foam mascots, the confetti cannons, the US infantrymen improvising a press-up competition in the centre of the field to keep people pumped up.

Last night’s half-hour twitterval had the same atmosphere, amplified by the global pool of participants. People who hadn’t even planned to care about the Superbowl were getting sucked in, contributing to a growing discussion of the event that had increasingly little to do with football.

While advertisers paying up to $4m each for 30 second slots may have been incensed at the disruption to begin with, those keeping an eye on twitter (which we can assume to be all of them, given the preponderance of hashtags in this year’s superbowl ads), would have very quickly spotted a sliver lining to the organisational cloud hanging over the stadium.

For in the absence of any actual sport, bored fans and football-agnostic twitter browsers alike were turning, amongst other subjects, to discussion of the year’s ads.

The advertisement hashtags, which might otherwise have lingered in the sidelines of the Ravens/49ers confrontation, were being traded thick and fast alongside Beyonce lyric puns, New Orleans jokes and references to every film ever containing a power outage as plot element. Savvy advertisers, like Audi and Oreo, jumped straight in and started making their own wisecracks.

In the end, this half-hour break to talk about the cultural architecture underpinning the football ended up giving marketers more bang for their buck than an uninterrupted game would have done.

I wouldn’t be surprised to find a blackout in the programme for Superbowl 48 – with its own sponsor, of course. Any takers?

By day, Fred Crawley is editor of Credit Today and Insolvency Today. By night, he reviews graphic novels for the New Statesman.

Photo: Getty
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Which CLPs are nominating who in the 2016 Labour leadership contest?

Who is getting the most CLP nominations in the race to be Labour leader?

Jeremy Corbyn, the sitting Labour leader, has been challenged by Owen Smith, the MP for Pontypridd. Now that both are on the ballot, constituency Labour parties (CLPs) can give supporting nominations. Although they have no direct consequence on the race, they provide an early indication of how the candidates are doing in the country at large. While CLP meetings are suspended for the duration of the contest, they can meet to plan campaign sessions, prepare for by-elections, and to issue supporting nominations. 

Scottish local parties are organised around Holyrood constituencies, not Westminster constituencies. Some Westminster parties are amalgamated - where they have nominated as a bloc, we have counted them as their separate constituencies, with the exception of Northern Ireland, where Labour does not stand candidates. To avoid confusion, constitutencies with dual language names are listed in square [] brackets. If the constituency party nominated in last year's leadership race, that preference is indicated in italics.  In addition, we have listed the endorsements of trade unions and other affliates alongside the candidates' names.

Jeremy Corbyn (46)

Bournemouth East (did not nominate in 2015)

Bournemouth West (nominated Jeremy Corbyn in 2015)

Brent Central (nominated Jeremy Corbn in 2015)

Bristol East (nominated Andy Burnham in 2015)

Cheltenham (did not nominate in 2015)

Chesterfield (did not nominate in 2015)

Chippenham (nominated Yvette Cooper in 2015)

Colchester (nominated Yvette Cooper in 2015)

Crewe and Nantwich (nominated Jeremy Corbyn in 2015)

Croydon Central (nominated Jeremy Corbyn in 2015)

Clwyd West (did not nominate in 2015)

Devizes (nominated Jeremy Corbyn in 2015)

East Devon (nominated Jeremy Corbyn in 2015)

East Surrey (nominated Andy Burnham in 2015)

Erith and Thamesmead (nominated Jeremy Corbyn in 2015)

Folkestone & Hythe (nominated Andy Burnham in 2015)

Grantham and Stamford (nominated Jeremy Corbyn in 2015)

Hampstead and Kilburn (nominated Yvette Cooper in 2015)

Harrow East (nominated Jeremy Corbyn in 2015)

Hastings & Rye (did not nominate in 2015)

Herefore and South Herefordshire (did not nominate in 2015)

Kensington & Chelsea (nominated Jeremy Corbyn in 2015)

Lancaster & Fleetwood (nominated Andy Burnham in 2015)

Liverpool West Derby (nominated Andy Burnham in 2015)

Leeds North West (nominated Jeremy Corbyn in 2015)

Morecambe and Lunesdale (nominated Andy Burnham in 2015)

Milton Keynes North (did not nominate in 2015)

Milton Keynes South (did not nominate in 2015)

Old Bexley and Sidcup (nominated Yvette Cooper in 2015)

Newton Abbott (nominated Liz Kendall in 2015)

Newark (did not nominate in 2015)

North Somerset (nominated Jeremy Corbyn in 2015)

Pudsey (nominated Andy Bunrnham in 2015)

Reading West (did not nominate in 2015)

Reigate (nominated Yvette Cooper in 2015)

Romford (nominated Andy Burnham in 2015)

Salisbury (did not nominate in 2015)

Southampton Test (nominated Jeremy Corbyn in 2015)

South Cambridgeshire  (did not nominate in 2015)

South Thanet (did not nominate in 2015)

South West Bedfordshire (did not nominate in 2015)

Sutton & Cheam (nominated Jeremy Corbyn in 2015)

Sutton Coldfield (did not nominate in 2015)

Swansea West (nominated Jeremy Corbyn in 2015)

Tewkesbury (nominated Jeremy Corbyn in 2015)

Westmoreland and Lunesdale (nominated Jeremy Corbyn in 2015)

Wokingham (nominated Jeremy Corbyn in 2015)

Owen Smith (12)

Altrincham and Sale West (nominated Yvette Cooper in 2015)

Battersea (nominated Yvette Cooper in 2015)

Blaneau Gwent (nominated Jeremy Corbyn in 2015)

Bow and Bethnal Green (nominated Jeremy Corbyn in 2015)

Reading East (did not nominate in 2015)

Richmond Park (nominated Jeremy Corbyn in 2015)

Runnymede and Weybridge (nominated Yvette Cooper in 2015)

Streatham (nominated Liz Kendall in 2015)

Vauxhall (nominated Liz Kendall in 2015)

West Ham (nominated Jeremy Corbyn in 2015)

Westminster North (nominated Yvette Coooper in 2015)

Wimbledon