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The Super Bowl is the championship game of the National Football League (NFL), the premier association of professional football. It was first played on January 15, 1967, as part of a merger agreement between the NFL and its then-rival league, the American Football League (AFL). It was agreed that the two leagues' champion teams would play in an AFL–NFL World Championship Game until the merger was consummated in 1970. After the merger, each league became a "conference", and the game was then played between conference champions. The Super Bowl uses Roman numerals to identify each game, rather than the year in which it is held. For example, Super Bowl I was played in 1967 to determine the championship of the regular season played in 1966, while Super Bowl XLV will be played on February 6, 2011, to determine the champion of the 2010 regular season.
The day on which the Super Bowl is played is now considered a de facto American national holiday, called "Super Bowl Sunday". It is the second-largest day for U.S. food consumption, after Thanksgiving Day. In most years, the Super Bowl is the most-watched American television broadcast; Super Bowl XLIV, played in February 2010, became the most-watched American television program in history, drawing an average audience of 106.5 million viewers and taking over the spot held for twenty-seven years by the final episode of M*A*S*H. The Super Bowl final is among the most watched sporting events in the world, primarily due to strong North American audiences.
Because of its high viewership, commercial airtime during the Super Bowl broadcast is the most expensive of the year. Due to the high cost of investing in advertising on the Super Bowl, companies regularly develop their most expensive advertisements for this broadcast. As a result, watching and discussing the broadcast's commercials has become a significant aspect of the event.[citation needed] In addition, many popular singers and musicians have performed during the event's pre-game and halftime ceremonies because of the exposure.