Ready for the Super Bowl? Personally, we're not big football fans 'round here at the AtAT studios; when they give the players medieval melee weapons and force them to ingest hallucinogenic drugs as a matter of course, maybe we'll start tuning in. The Super Bowl's a bit different, though; ever since that historic 1984 ad aired during the big game, the Super Bowl's been a showcase of entertaining, innovative, and extra-expensive commercials, so even non-football fans tune in. And even though last year's HAL ad marked Apple's first Super Bowl commercial since 1985, Apple watchers may still feel a tenuous link between Apple and the big game. It's the lady with the hammer-- hooks 'em every time.

This year, though, unless somehow they're keeping the whole thing under wraps, Apple's chosen to pass up spending the millions of dollars it costs to air a Super Bowl commercial. Ad mavens will have to settle for the inevitable beer commercials and a slew of dotcom ads instead. And yet, there is still a connection between this year's game and Apple; it's QuickTime. No, you won't be able to watch the game online-- those ad spots wouldn't cost nearly so much if you could. According to an Apple press release, though, the QTV network is webcasting little fifteen-minute pre-game segments through Friday, starring various FOX Sports analysts. And the real coup is that QTV will also broadcast a live half-hour analysis during half-time on Sunday.

Forgive us for not getting more excited; it's just that without the drugs and the spiky weapons, half-time analysis would put us to sleep. Still, given the gazillions of football fans out there, we're hoping that Apple's webcasts pull in a slew of new QuickTime users. That's the nice thing about QTV; while everyone else is watching a bunch of guys talk about the first half, we can tune in to Nickelodeon instead. Or maybe WGBH will be showing the Teletubbies-- now there's a Super Bowl contrast for you. Eh-oh, Laa-Laa!