ng considerable thought into making another run for president, i've decided it's best to give other leaders in the party the opportunity to become our next nominee. >> coming up here, chuck todd on what it means for the crowded republican field. anger and anguish. the fate of two isis hostages still unknown a day after the deadline passed to exchange the jordanian pilot and japanese journalist for a would be suicide bomber on jordan's death row. we'll have a live report from bill neely in amman, super friday, only 48 hours to go. today the nfl has added security, not for the fans but for the 108 official game balls. what about that halftime show? >> i don't think i'm so much of an expert on the game of football but i think i can assure everyone in here that

nothing in my performance will be deflated. ♪ >> good day, everyone i'm andrea mitchell in washington. we begin with our breaking news exploding all of the conventional wisdom of the last month, mitt romney says he will not make a third run for the white house, urging the party to turn instead to a new generations of leaders, take that jeb and chris christie. chuck todd joins me now. what do you think went into this calculation from your reporting? >> i think he had the sober conversation about what the primary gauntlet was going to look like. i think there's two things here. i think i wanted to be the nominee and think he wanted to be president. i think he looked at what the next six months. there's a good idea what it would look like.

he gets in and every day is a story that were with mitt romney signing up with somebody else six months of that. then he looks good in the polls now as more candidates get in and voters start looking around and kicking the tires, he was going to see that sort of lead of name recognition start eroding. the next six months are going to be really hard what shape would his candidacy be in labor day of this year. was he willing to do all of the gauntlet? remember john mccain, the one man gang in '07. and he had the stomach to do it like that and it was a tough slog. romney had done it twice, going through it the third time i have to think that that was what talked him out of this. i think he wants to be the nominee and wants to be president. that's not gone. it was the primary gauntlet. >> getting through it. let's listen to a little bit of that call that he made to his supporters. >> i feel that it's critical

that america elect a conservative leader become our next president. you know that i wanted to be that president. but i do not want to make it more difficult for someone else to emerge who may have a better chance of becoming that president. >> when he's talking about someone else who has a better chance of becoming that president, he's talking about a new generation. he said that literally, not talking about jeb bush his competitor, sometime rival. is he talking about chris christ j? we understand from jonathan martin that they are having dinner together tonight? >> i don't know if he is. i think that's just a little jab at jeb to be honest. if you look around who's an immediate potential beneficiary of mitt romney not running? it's probably going to be chris christie he was going to get squeezed out, in the wall street money world. there was no room for christie. now there's a narrow path. i don't think he will get nearly the amount of donor support

romney would have gotten but there's viability there. look the jeb/mitt relationship was not good. people say when did it go sour? it went sour back in the first campaign of 08. jeb was a huge romney guy. you talk to jeb in early 07 and he was pro-romney not mccain. >> before the debate on immigration. >> then he used immigration as a wedge against mccain and that ended it. it was a very cold relationship from then on and it lasted for a long time. i think there is no love lost and more so probably mitt to jeb than jeb to mitt. i have think the christie think is a poke at jeb. >> they are tweeting reactions -- >> they must love him. your best day in politics is the day you decide not to run. >> exactly. jeb says mitt is a patriot and

i join many in hoping his days of serving his nation and our party are not over. he can still be helpful to whoever the nominee is. >> i think that's right. i think somebody else -- i think mitt romney wants to be viewed as the elder statesman -- >> i think he wants to be a king maker now. >> i don't know what means anymore, when you have a rambunctious electorate you've got to be careful. if you try to be a king maker, sometimes the establishment will run away from that a little bit. but i think he clearly -- i think he can play a role. i have a feeling now you'll see mitt romney back off. he was getting engaged in day to day politics. he'll back off and take a 30,000 foot view again. >> marco rubio has weighed in. over the past two years there hasn't been a day when i didn't think mitt romney would have been a better president than barack obama. over the years i've enjoined campaigning for him, grateful for his support in the senate race and know what a difficult

situation this must be. he earned the right to consider running so i deeply respect his decision to give the next generation -- >> he loves the next generation bush elected in '98, romney elected in owe'02. now we're in the -- whatever we'll call it the teens, now in the teens and i think that's what romney is hoping that the scott walkers and marco rubio. >> and rand paul not to forget. among serious players with big following followings, what about lindsey graham? >> the lindsey graham has almost everything to do with rand paul and nothing else. that he is in there to articulate the hawkish wing of the party. there is a concern by the mccain/graham wing of the party, the interventionist wing of the

foreign policy world that nobody else wants to articulate the foreign policy. he views this more of making sure the issues are talked about at the debates. i don't any if lindsey sees himself as a nominee but making sure to be blunt, making sure he's the guy that attacks rand paul. i think that i've always -- that's my theory of how this has come about a little bit. >> now that you've got mitt romney seahawks or patriots? >> i'm shocked the patriots are favored. find me another super bowl team where the best defense in the league when they make the super bowl tell me the last time that team lost? if you were making me put my mortgage payment on it i would go with the seahawks. >> we will see. if its super bowl sundays, of course it's "meet the press." everything sports and politics on the program, a big sunday and with unique insight into mitt romney's decision his former running mate paul ryan joining chuck. the other big story we've been watching the fate of two

isis hostages still unclear today, a day after a deadline for a possible swap between isis and the government of jordan. for a would be suicide bomber who has been in prison on death row since 2005. chief global correspondent bill neeley joins me from amman jordan. >> reporter: it doesn't look good here. there's complete silence from isis no sign a deal has been done or the hostages are being released and jordan's government said that that convicted suicide bomber was still in jordan nowhere near where a deal might be done. there's ominous signs here. jordan's government has asked the family of its kapt turped pilot not to talk to the media anymore. it is if you like preparing the public here for the worst. and if you like also preparing for a backlash because people

are holding king abdullah responsible for this and that's what isis wants. remember, there are two nations involved here, japan and jordan but isis' real target is jordan a moderate muslim country that is a staunch ally. they loathe everything jordan stands for. they are doing everything to destabilize jordan. if for example, isis was to kill the jordanian pilot and turn to jordan and say we will rea lease the japanese hostage if you release the convicted suicide bomber. that puts jordan in a lose/lose situation and what isis wants. it wants to destabilize this country. >> is there any scenario in which they would swap the jordanian pilot -- they are still asking for proof of life correct? we don't know if the two hostages are tied together in

this political sphere or whether there would be some japanese negotiation that's separate from the jordanian? >> reporter: no that's right. there is some confusion that jordanians initially said they were open to a deal and then they said, no hang on we want proof our pilot is still alive. the family said through its channels that it established that the pilot was in fact alive. but this is a very complex three-way deal. isis holds the hostages and as far as i can see it holds all the cards. japan's prime minister who remember three years ago said he wanted to play a more global role, well three years later he's had one decapitated hostage and is facing this hostage crisis. gentleman fan looks rather powerless. jordan doesn't look very powerful at all. as i say, that's exactly what isis is trying to do. if a deal is done as well of course, it lends more legitimacy to isis which in its eyes would

be yet another victory. >> bill neely, thank you very much. coming up back home super security after deflate gate. extra measures in place to protect sunday's game balls. we'll go live to the home of super bowl xlix coming up next. you drop 40 grand on a new set of wheels, then... wham! a minivan t-bones you. guess what: your insurance company will only give you 37-thousand to replace it. "depreciation" they claim. "how can my car depreciate before it's first oil change?" you ask. maybe the better question is why do you have that insurance company? with liberty mutual new car replacement, we'll replace the full value of your car. see car insurance in a whole new light. liberty mutual insurance.

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and this is your home for everything super bowl xlix. we'll talk about that in just a moment but we have the breaking news from mitt romney what does it mean for the rest of the republican presidential field? former republican congressman vin weber served as senior adviser to romney during his

2012 campaign. does this surprise you? >> it surprises me. all of the signals governor romney was sending was that he was likely to run and close supporters said they thought it was about an 80% likelihood. i'm a great add mirror of governor romney but glad he's not running. i think the process of running for the third time would have been pretty tough on him and now he has a chance to resume his role as the most respected guy in the republican party and one of the most respected guys in the country. even though it's hard to believe that somebody can say you're a great admirer of somebody but that is my view. >> do you think it was because key supporters past supporters iowa and elsewhere were moving to jeb bush? do you think that was part of the calculation? >> my guess and it's a guess that he saw there were a lot of viable candidates. jeb bush has done a good job and attracted some support. i think governor walker has made progress and marco rubio is

making progress and chris christie after a bad first part of last year has come back on the scene and saw it would have been a highly competitive race. gechb the stature he has as the former nominee, i don't think -- wanted to go down there and tough it out and that's a perfectly legitimate reason to not run. >> i want to play more of that call to supporters this morning. >> can't imagine how hard it is to step aside, especially knowing of your support and the support of so many people across the country. we believe it's for the best of the party and the nation. i've been asked and will certainly be asked again, if there are any circumstances, whatsoever, that might develop that could change my mind. and it seems unlikely. >> well that's a bit of a hedge but really isn't. he's just saying --

>> if something amazing happened like -- >> not having to run in the primaries. >> a terrorism attack on the first debate and all candidates are wiped out. i don't think he's going to get back in. we have a strong group of candidates running this time quite different than a couple of years ago when we had at least one strong candidate and some not so good ones. there are a lot of good candidates this time and we won't have to look for more. i think he'll play a major role. he's probably the most effective critic of how the democrats have been running the country for the last six years because of the things he said as a candidate. my argument to his people was i don't think that would have been the platform on which to run as a future looking candidate but it certainly helps republicans develop a critique of democratic governments. >> are you aligning yourself with anyone? >> i haven't yet. i like a lot of candidates probably spend more time talking to governor bush and the bush people and like the way he launched his candidacy on the

issues of social mobility and how to rise middle class incomes, but there are other good candidates and i want to listen to them but i'm very impressed with governor bush. >> do you have any worry he's rusty and the world has moved by that mitt romney seems to be pointsing toward? >> i've heard certainly that critique. i view it with a little bit of amusement, on the one hand you hear a fresh face not the political faces in a long time. the next breath he hasn't been involved for a long time. i think he can't be both. he was a great governor of florida and he has had a time out that has given him a perspective. the bush name is known but governor jeb bush is not widely known outside of florida. he has a chance to introduce himself to the country, not as another bush but jeb bush. >> thanks so much. with only two days to go we've been talking about the super bowl and vin is a vikings fan.

we won't talk about that. will there be major fumbles before the game? the match-up has been flooded with news about deflate-gate. a measles outbreak in phoenix and security concerns. one bright spot seattle cornerback richrd sherman's girlfriend is set to deliver a baby any day now. he was asked about the chance if the baby was born early, the star player might miss the big game. >> he knows he has an opportunity to face a big decision. whenever our players have a personal or family issue that comes out, it's about family first and they have to decide what's best for them and i support that. however he goes with that if he's faced with that decision we'll support him. and we'll see how that goes. wish him luck and can't wait to see little pety. >> nbc's craig melvin joins us from glendale arizona.

you're a relatively new dad. you can relate to what richard sherd sherman is going through. >> reporter: never played in the super bowl but that anxiety. here's a guy getting ready for the big game and now all of a sudden, oh my goodness my son could come any day now. i'm pretty sure that richard sherman is going to be on the field here come sunday sunday evening around 6:30 university of phoenix stadium behind me. the weather, andrea has been the story so far. it has been sloppy and soggy all morning. it's expected to rain tomorrow as well. the rain though going to move out in time for the big game. not stopping the fans though. there are a lot of folks out last night partying it up a lot of folks going to be out tonight as well. more than a dozen sponsored parties planned and a lot of folks go to those ahead of the big game. you mentioned security. we can tell you that the blackhawk helicopters have already been flying around the stadium enforcing the no fly zone. some 4,000 private security

personnel are being trucked in to provide additional security. they'll supplement the police officers who are already here in the area. and in a sign of the times, perhaps, a strict no drone policy is going to be enforced as well here in and around the stadium. >> craig melvin thank you very much. we know security is going to be tight, not only against any possible trouble makers but also the balls. craig, have fun out there. thanks for being with us. as we mentioned, this is your home for everything super bowl xlix. tonight, "hardball" is live from arizona at 7:00 p.m. chris is followed by a special "morning joe" at night, catch them live from phoenix tonight from 8:00 to 10:00 p.m. eastern. and sunday of course watch the big game on nbc at 6:30 eastern. and as his former team preps for super bowl sunday tgs day two

of aaron hernandez' murder trial in massachusetts. he is charged in the 2013 shooting death of semiprofootball player oddup lloyd. on thursday both sides gave opening statements and prosecutors showed security camera footage from her nan dez's home that -- that he had the world at his feet and had no reason to kill. we'll be right back. that would be my daughter -- hi dad. she's a dietitian. and back when i wasn't eating right, she got me drinking boost. it's got a great taste and it helps give me the nutrition i was missing. helping me stay more like me. [ female announcer ] boost complete nutritional drink has 26 essential vitamins and minerals, including calcium and vitamin d to support strong bones and 10 grams of protein to help maintain muscle. all with a delicious taste. grandpa! [ female announcer ] stay strong, stay active with boost.

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and -- >> it makes it clear when i was talking to vin, talking to chuck, running in the primaries in the republican side is a lot different than being anointed. >> absolutely. he knew a race was coming in. he could have hired a very competent staff. those kind of things i don't think would weigh that heavily on his decision. what might have been more troubling to him, the comments that were coming out of the rnc meeting a week or so ago in san diego, where the rank in file were saying you know been there, done that. we want someone knew. i think chuck alluded to this earlier in your interview with him, the level of support within the party was probably something that was really weighing on him. where was that? where would it go? especially in a crowded field. >> chris cillizza who does this advantage, jeb bush, chris

christie? >> i was going to say christie a race with romney and jeb in it leaves not a lot of money for a place where christie would be looking for money. that is they share a lot of major donor links. i think christie gets a little bump here. the one thing that is interesting is that jeb, if you put aside mike huckabee jeb is now nine years at a minimum and sometimes as much as 20 years older than many of the people running in this race. with romney getting out, i think the race will turn more into a generational question sort of the fight that democrats seem to want to have but don't have a candidate against hillary clinton, maybe the fight you're going to see jeb bush sort of pillar of the establishment, of hillary clinton's generation against a group of people like scott walker who's in his 40s and rand paul is 51, i believe. against those sort of people who will make the argument it is time and are making the argument, it's time to move on. we need appreciate faces and younger blood.

>> speaking of that new generation, rand paul has tweeted out, my family and i wish mitt and ann the best. we have gotten to know them over the last few years and deeply respect their family and mitt's service. and also i hope to work together with mitt to grow our party and lead our country forward. rand paul on track to say now that you're out, please help me. >> really, they are very gracious, aren't they? his endorsement will become one of the most coveted in the primary. this allows him to go to the role that i think he was growing before he decided to take another look. that is to have a role behind the scenes where he can shape message and try to steer donors because there are many wealthy people who support him who will look to him for guidance. he still has a very big role to play. >> a little bit more from that conversation where he talked -- two calls with supporters and major donors let's watch.

>> i believe that one of our next generation of republican leaders, one who may not be as well known as i am today, one who is not yet taken a message across the country, one who's just getting started, may well emerge as being better able to defeat the democrat nominee. in fact i expect and hope that to be the case. >> and chris sillcillizza, they have already taken control, not going to have 21 22 primary debates, nine debates. they want a more controlled and frankly better cast of characters so you see people who are credentialed and who are like from the republican perspective, scott walker and jeb bush and chris christie and rand paul and lindsey graham getting in chuck todd thinks mostly as a holding action against rand paul's foreign policy. these are people who are going to be more credible than some of

the people who ran last time around. >> i think one of the key differences mitt romney was looking at the 2012 races, the 2016 feel this significantly deeper and stronger than the 2012 field was. the 2012 field, ask any republican who wasn't running in it, was one of the weakest we've had in a very long time. but it's a much stronger had. one other point in that mitt romney clip basically those sentences he said are let's nominate someone who's not named jeb bush. >> right. >> young face new generation someone who's not been around. whether it's animosity towards jeb bush there are some personality issues between him and romney or romney's commitment to believe the idea that we need a fresh face to nominate against hillary clinton, i think his endorsement does matter and you can be 99% better it's not going to jeb bush. >> the one person we haven't mentioned is marco rubio. we've walked christie might

benefit, walker might benefit, so might marco rubio who would be the challenge to jeb bush with both of them coming out of florida with their own history. >> thank you so much. meanwhile, on a very different note, hip-hop mogul shug night has been arrested on suspicion of murder after a hit-and-run in compton after filming a biopic he drove his truck into a group of people killing one man and arrested after turning himself in west hollywood today. the truck drove backwards and struck victims and drove forward and struck them again as suge left. >> we're handling it as a homicide. >> knight's attorney called it a tragic accident. knbc is reporting that knight

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with mitt romney out of the 2016 race for the white house, where do things stand for the rest of the potential contenders? steve kornacki host of "up joins for for the latest. this has been a wild day in politics. let's game the rest of the field. >> let's take a look here at sort of the money chase in a story that i think has a lot to do with the decision that mitt romney made today and what jeb bush is up to right now. if you think back to december when he said he was interested in running, he said i have decided to actively explore the possibility of running for president of the united states. if that sounds a little legalistic, it's for a reason. it is. this is something unique, an experiment he launched his own super pac, if you are not

officially a candidate for office, you can have your own super pac and raise money and control it. it's your own super pac. and politicians love it for one reason, you can raise as much as you want from anyone or any group you want. there's the potential there to raise a ton of money. that is what jeb bush is attempting to do right now. the goal of the bush campaign not quite a campaign yet officially but the goal of bush right now is to raise a huge sum of money in the first part of this year to raise so much money and line up so many key donors that the rest of the field looks at him and says, this guy is sort of the overwhelming front-runner it's time to get on board. maybe i don't want to run against him. create that sense of inevitability. mitt romney was watching in the last few weeks as jeb bush made this move behind the scenes to line up people for a super pac. mitt romney was watching his

people defect to jeb bush. he was losing money to jeb bush every day. he had the prospect of losing more and more of it in the next few months. here's the one catch to keep in mind. here's the downside for jeb bush. let's say he raises a huge sum of money as he's hoping to do. then he becomes a formal candidate for president of the united states, which he will have to declare at some point. when he does that he loses control of the super pac. he cannot legally coordinate with the super pac. granted it will be run by his allies and doing things to help him but that's a lot of money for a candidate to give control over. that's the downside. steve kornacki and reflt you can watch weekends at 8:00 a.m. eastern here on msnbc. senator john mccain put down pro testers in signature style at the senate arms services committee hearing. they went after henry kissinger and george shultz then got up

and instinctively told them all to shut up. he was acting like the former marine he is and was. that's when john mccain finished them off. >> never seen anything as dis disgraceful and outrageous and depickable as the last demonstration that just took place. you're going to have to shut up or i'm going to have you arrested. if we can't get the capitol hill police in here immediately. get out of here you low life scum. [ applause ] >> the protesters threatened kissinger and waved handcuffs near his head. he never witnessed such physical intimidation of a witness in 30 years in congress.

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on super bowl weekend a new study suggests playing tackle before the age of 12 may increase the risk of memory and or cognitive problems later in life. this does not seem to affect those who started to play after the age of 12. what does this mean for the future of football in america? i'm joined by ben u tekt former super bowl champion with the indianapolis colts and did suffer multiple concussions while playing with the nfl. he's an outspoken advocate about the dangers of traumatic brain injury. this seems to reinforce the concerns about peewee football or the early tackle football for kids. >> it really does. and as you read the new york times article, you talk about the debate around this question when is a safe time to allow your kids to play football. and i think that's the wrong

question. the question is when is it safe to put your children at higher risk for brain injury and potential future brain disease? the answer is there is not a good time for that. we're faced with this dilemma of loving sports in america contact sports, but at the same time wanting to care for our children's brains especially during the most important developmental stages of their maturation process. >> indeed with all of the coverage of the new rules and head butting and dangers of that and players who have suffered people like you advocating for more care for the professional players as well. look at this new poll the data that came out in this new poll 60% of those 37% would encourage their child to play another sport but 60% would not. 60% of those questioned would

still encourage their kids to play contact sports. >> well that is an alarming stas tick. there's been such a push for education and awareness which is so important. the education doesn't matter if in fact the heart doesn't care. this is a culture issue. we love this sport because it's violent. but the fact that we want to put that type of violence into a child's life at the age of 8 or 9 years old when i started tackle football which according to the study, i'm one of those nfl players who started tackle football at 12 which does not look good for my future. as americans we have to step back and make tough decisions here. i think the nfl should take leadership on this. i think they can. there should be things like

national sports none contact football program that allows children to learn fundamentals and technique without getting into the contact game until high school. let's save six years of children having head to head collisions. there are things we can do to make sure the sport remains but we save our children during that developmental stage of their brains. >> ben you've been through this super bowl mania yourself and got a ring to show it. show for it. what are the players going through. i was so surprised to hear it's hard to sleep the night before. i get restless before a big interview, but never occurred to me these big guys can't sleep the night before the big game. >> it continues to affect us because i'm telling you as we get closer to the game i'm going through my memories and can't sleep because i'm getting excited -- >> that's so interesting. >> to watch the game.

it's really hard to put into words, but those two weeks, the magnitude of the game and of this game in particular it's so big. when i was playing, they shut down the most major highway in miami just so we would get to the practice facility on time. this game is. it means such a big deal to these players. i came from a small river town in hastings minnesota, to find myself on that stage was truly one of the most special moments in my life. that's what these guys are facing. they are going into -- to what really was a childhood dream and they now get to live it in one day and in one moment. and that's -- that's priceless. >> living the dream. who do you like sunday? >> this is tough for me because being an indianapolis colt i

don't want the paid i don't thinks to win, but going into the 12th man is very difficult. honestly i've got so much respect for russell wilson and what he's done. i've kind of made my decision based upon that. i'm going to go with the seahawks. >> thank you very much. it's always good to see you. thanks for your perspective. >> we have an update on our earlier report on suge knight on his arrest on suspicion of murder in connection to the hit-and-run. knight left the hollywood station and transferred to another jail facility in downtown l.a. he is being held on $2 million bail. his lawyer called it a tragic accident. monday morning quarterbacking, which ads we'll be talking about -- aw, the pup puppy puppy. jimmy kimmel found a slew of potential new suspects on

deflate-gate. >> i deflated those balls myself. i'm the perpetrator. there's nothing i can say to change your mind. i'm turning myself in. >> it was me. >> it was me. >> it was all me. >> it was totally me. >> i am the locker room guy. ake us to worlds full of heroes and titans. for respawn, building the best interactive entertainment begins with the cloud. this is "titanfall," the first multi-player game built and run on microsoft azure. empowering gamers around the world to interact in ways they never thought possible. this cloud turns data into excitement. this is the microsoft cloud.

>> the a and ring around it. >> at? >> that's what i said katie thought it was about. but i've never heard it -- >> around or about. >> i've never heard it said there it is i mean what is internet anyway? what do you write to it like mail? >> can you explain what internet is? >> that's what i said what do you mean there's nothing under the hood. katie thought this was a car. >> yeah. >> and it's built using wind from a wind mill? >> or a fan or turbine or a

fanbine. >> i mean, what is i3 anyway. >> allison, can you explain what i3 is? >> built in wind powered factory with the strength of carbon fiber and bmw performance. >> listen up gum bl. >> can you twerk? >> maybe. >> as much as i love puppies and horses, that is my favorite all time super bowl ad. katie couric and bryant gumble one of the big reasons we watch the big game i guess. what about the business behind the ads, joining me from san francisco with a preview what to expect sunday is kevin o'leary, chairman of leery financial and investor on "shark tank" or mr. wonderful. >> what do you like so far? what is the impact of these ads, we've seen them all this week. >> there's no question there's a new format and strategy because social media has become as important as the ad itself presentation on the super bowl.

what companies, bmw is a good example, they are leaking this out and putting it out into social media and trying to build a hype for the ultimate scene on the super bowl because the problem with the actual super bowl itself is that it is so expensive that basically only multinationals can only afford this. to get the maximum value out of it you want the tail leading up to it and the long tail leading out of it. otherwise, you never get your money back. it's virtually impossible to get a decent return from doing a super bowl ad anymore, it's too expensive. >> so what is the most effective kind of ad the funny ads, is it the heart tugging like the bud ads? >> they have moved from the horse to the puppy. it seems to be working and has a whole lot of press before the press. what we're doing right now, you and i are actually featuring ads, paid ads going to be in the super bowl for free. we're talking about them.

there's one twist that advertisers don't realize, it was a ruling by the canadian crtc that basically banned canadian broadcasters from stripping out the american ads and replacing them with canadian ones. what's going to happen is that if you buy a super bowl ad and you know you're reaching 100 million people here stateside, you're going to get a free 10 million people an extra 10% for free starting in 2017. making the price of the ad for multinational, let's say, procter & gamble who sells products in mexico and, getting a 10% discount. it is in absolute chaos and almost like getting regulated by the north koreans, they don't know what they are doing up there. they basically just said we're give away our advertising for free to american advertisers. they may reverse it. but if i'm buying for the season i get 10 million

canadians to buy my products any ways for free. i assume they'll be outraged but right now it's a free road. i hope advertisers here take advantage of it. >> it's a great deal for advertisers, indeed. let's talk about the branding of the nfl for a moment. they've had a terrible year no question. and they are running a public service announcement in the super bowl which deals with this domestic violence issue. let's listen. we've got the audio, i think of that ad -- okay we don't have that but anyway the ad is the audio of a woman, it's a pretend call to 911, trying to get help because -- and trying to get the dispatcher to understand that she's really in trouble. is that going to be into play for the nfl? >> i think it's difficult. this topic is really about the individuals within the league having made bad decisions for

themselves and their families. to take -- this topic matter has been made famous on the internet in the last couple of months. i don't know if it solves the problem. when you take individuals and put them into such a spotlight, not all of them are able to deal with it. it breaks down within the family unit. and maybe what the league should be doing is doing a far deeper assessment of the players they allow to become players to try and weed out the ones who have the likely propensity to do this. nobody, nobody wants to see this happen. this is not good for the business of football. it's not good for human beings and husbands and wifs and it's terrible to see children subjected to this or understand this is happening. it's horrible. but i think it really falls on the league to say, look let's look at who we bring in as members. it's not just how fast you can run and how big you are, it's what kind of a person are you? that matters now. it really does. otherwise it affects the brand. >> kevin o'leary, thank you so

much. we'll be watching on sunday. that does it for this edition of "andrea mitchell reports." ronan farrow daily is next and roger goodell's briefing. we're in seattle to see which 100 calorie black cherry greek yogurt tastes best. definitely that one. that one's delicious. it's yoplait! what? i love yoplait! the other one is chobani. really. i like this one better. yoplait wins again! take the taste-off for yourself.

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trouble sleeping and unusual dreams. i'm a non-smoker. ask your doctor if chantix is right for you. it is 1:00 p.m. on the east coast, 10:00 on the west. i'm richard liu in for ron nan farrow. we have a news conference expected from nfl commissioner roger goodell as america prepares for the super bowl. but first, we're following breaking political news right now. former governor mitt romney announcing today he is not running for president. in a much anticipated conference call just hours ago, the former candidate said this. >> making another run for president, i decided it's best to give other leaders in the party the opportunity to become our next nominee. i believe one of our next generation of republican leaders, one who may not be as well known as i am today, one