That half-hour blackout during the Super Bowl gave some advertisers a free extra spot, according to Advertising Age. Although well over 100 million viewers remained tuned to the Super Bowl Delay, CBS executives had no idea how many would be tuned in. They aired the spots originally scheduled to run during The Game during the blackout, then decided to run them again when it resumed. Lisa Weser, a spokeswoman for Anheuser Busch, told AdAge that the second airing was unexpected. The first time it aired it was during the blackout stoppage, she said, and CBS wanted to make sure the advertisers/advertisements that ran in that break ran in game action. Each of those bonus spots would have been worth $3.5 million to $4 million.