Football talk in May? It’s NBC’s turn to broadcast the Super Bowl in 2009 and they are wasting little time setting the bar on advertising rates for America’s biggest spectacle. Fresh off last year’s record-breaking TV ratings (most watched sporting event in U.S. history), NBC will be asking $3 million for a 30-second ad spot which represents a 10%+ spike over last year’s rates. In an era where all media is being cannibalized by the web, live sports represents one of television’s last bastions of utility. Depending on who you ask, live events may be the only segment of the content spectrum to thrive on television as more and more programming migrates online.

In 15 years, broadcast television will only be useful for high-profile live events like the Super Bowl, awards shows and programs like “American Idol,” Ben Silverman, co-chairman of NBC Entertainment.

quote tv week