ads will eventually become more data-driven, with better targeting and dynamically served.

What if the fourth quarter, during which time the size of the actual viewing audience hinges on how close the game is, were open to real-time bidding and dynamic placement of ads?

With the migration towards performance-based advertising – pay-per-click and pay-per-acquisition models – you only pay for traffic, or (even better) actual conversions gained through a particular advertising channel.