It used to be that the Super Bowl was about, well, the big game. Apparently, not anymore.

CTV has been running radio ads since before and after the two combatants were determined and they focus mainly on the talent for the half time show. The fact L.A. will play Cincinnati seems almost like an afterthought. 

I guess times have changed. Where once the actual contest was the point, now it appears they think you'd rather see what comes when that damn game doesn't get in the way. 

An interesting marketing strategy, if nothing else.