On the Nose this hour: pre-watching Super Bowl ads.
Super Bowl advertisers have forced us (conned us?) to live in their world, not just for Sunday, but for days spreading in either direction. This piece explains how, in 2011, a VW ad was released on the YouTube's days in advance of the game and went viral, setting the stage for what we have now: a protracted debate about various ads. You probably have to, on YouTube, sometimes watch an ad so you can watch an ad.
Today, that 2011 ad has 61 million views on YT. Those are people volunteering to watch it, as opposed to people waiting for the game to resume.