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Why So Few Saw Miller's 1-Second Spots

Monday, February 9, 2009

Millions of Super Bowl viewers who read about Miller High Life's one-second Super Bowl ads but didn't see them during the game probably assumed they simply missed them because they were grabbing a beer in the bathroom -- or blinking. But the real reason many viewers -- including those in major markets such as Chicago, Los Angeles and New York -- missed the fleeting image of Miller spokesman Windell Middlebrooks quickly shouting "High Life" is because NBC, which aired the game Feb. 1, issued a directive to its owned-and-operated station affiliates not to run the local spots from the value-oriented beer brand.

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