Non-football fans who watch the Superbowl

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The Superbowl has become a huge event for football and non-football fans. Bars are packed, people have house parties and companies pay huge amounts of money to advertise during the Superbowl. I have noticed that a lot of people who go out to watch the game or go to the parties don't know anything about football and haven't watched a game all season. Do you notice this? Why do people watch the Superbowl when they have no interest in football at all?