i'm rick horrow of nbr's "beyond the scoreboard." every february, one championship game gets the undivided attention of the american public and millions of fans worldwide. of course, i'm talking about the super bowl. a recent super bowl holds the record as the most-watched program in american tv history. and super sunday has become a key date for advertisers and retailers, driving sales of everything from pizza to tv sets. but while the players and coaches get most of the glory, it takes an army of people working behind the scenes to make the super bowl happen and succeed. and in this special program, we'll talk with some of the most important people on the business side of the super bowl to find out how they make it come together, usually without a hitch. this is cowboys stadium in dallas, texas, the site of super bowl xlv. it may be quiet now, but imagine the scene in just a few days, as nearly a hundred thousand fans fill the stands of this spectacular venue. they'll be glued to the action on this giant screen and the field below

rick horrow is a sports business analyst and c.e.o. of horrow sports ventures. cbs with the jets and steelers, 31 share, third of all televisions in america were watching the jets and steelers, is this the biggest, most lucrative television contract there is? >> by far, and most of the televisions in the new york area had unhappy viewers watching them but they watched it. and they bought advertising. we we'll get in that in a second. the bottom line is it is a 20 billion total tv package and so significant that they can actually front money for the next round of television dollars that will cash the owners in a position to impact how the negotiations will go for the next round. >> tom: to that point, rick, fox gets the super bowl this year. this is a $4 billion deal. it actually ends this year, as a matter of fact. 21% of all nfl television money comes from fox. how does all of this shape the strike negotiations? >> well, because they will get money up front. why do these networks pay an extraordinary amount of money, 106 million people watched the super bowl la

, tripled ever the last couple years and growing fast. >> tom: we will leave it there here with rick horrow, our martial arts master at this point as we go beyond the sports board with wrik horrow. >> susie: here's what we're watching for tomorrow. we'll see how the nation's automakers wrapped up the year: they report december sales. also tomorrow, what were they thinking? we'll find out as the federal reserve releases minutes from its december policy meeting. and our word on the street? "dividends". thestreet.com's david peltier joins us with the dogs of the dow's top dividend plays. retailer dollar general is going to be spending a lot of dollars to pay the 6,000 new workers it plans to hire this year. the company has ambitious plans to expand: adding 625 stores and opening in new states, including connecticut and nevada. those new employees are part of a trend for dollar general. over the last two years, it has created more than 10,000 new jobs. >> tom: it's business as usual again tonight for the world's most popular email service. microsoft's hotmail developed a glitch over the weekend