Some call it the biggest sports event in the world: last February 2, the Kansas City Chiefs and the San Francisco 49ers played the 54th edition of the Super Bowl at the Hard Rock Stadium in Miami, Florida, to determine the 2019 National Football League champion. The game was followed by an estimated 100 million viewers in the USA alone, thus commanding the highest rates for half-time TV commercials: McDonald's, Amazon, Coca-Cola, Porsche, Microsoft, Google - to name but a few - paid around 5 million dollars per each of their 30-second ads.
