here's rick horrow. >> the biggest winner is nbc and parent company comcast, which sold out of its ad inventory for the game broadcast, averaging a record $3.5 million per 30-second spot. some commercials sold for as much as $4 million. another score is for verizon. this will be the first super bowl to be streamed, available on verizon mobile devices. also happy with the match-up are corporate sponsors, as the game's two quarterbacks are amongst the most prominent product spokesmen in all of sports. tom brady endorses under armour, audi and movado, while eli manning pitches rivals reebok, toyota and citizen watches. unfortunately, not everyone can be a winner. the organization that manages lucas oil stadium in indianapolis expects to lose money from hosting the super bowl. indianapolis's capital improvement board is budgeting for $7.2 million in revenues against expenses of $8 million. the biggest expense is $4 million for extra police. as for concerns of an east coast tv bias, the game itself is bigger than the teams that play in it. don't be surprised when patriots-giants tops last

i'm rick horrow. >> tom: that's "nightly business report" for tuesday, january 17. i'm tom hudson. good night, everyone, and good night to you, too, susie. >> susie: good night, tom. i'm susie gharib. good night, everyone. we hope to see all of you again tomorrow night. "nightly business report" is made possible by: captioning sponsored by wpbt captioned by media access group at wgbh access.wgbh.org

rick horrow spoke with former u.s. senator bob graham.ham ran for the democratic presidential nomination in 2004 but dropped out before the iowa caucus. ran for president in 2003. we know the economy is not so great now we have an earlier than usual election season. does it impact funding, raising, if so how. >> the economy is the dominant factor across the board and how people are organizing their campaigns, spending their time, how they are approaching getting other people to participate financially in their campaigns. i think it's more difficult to raise money as an individual during the poor economic times. >> tom: the yoabl administration has set a million dollar cap on its fund raising goal. how do you govern and raise money at the same time if you're president? >> if you're president of the united states, if you're a governor or senator or member of congress, fund raising clearly takes time that you otherwise would have spent doing your regular public responsibilities. >> tom: should federal election campaigns be publicly financed

in tonight's "beyond the scoreboard," rick horrow talks with packers c.e.o. mark murphy. he began by asking about the team's recent sale of shares to the public. it's really been humbling the response we've gotten from our fans. we sold 185,000 in the first two days. we're now over to,000 shares, and i'm really pleased with it and excited about it and really bodes well for the project that we're forward with to expand the stadium. we're excited about it. >> rick: what unique challenges do you have running a team in what is the nfl's smallest market. >> we don't have the resources of some of the other teams that have deep pocketed owners that they can turn to. so for us, the alternative to that is our shareholders and one of the things we've done over the years to offset that advantage or compensate for the disadvantage is we have packer's reservation fund. that's now at 27.5 million and that really is kind of a rain e day fund. >> rick: it is a difficult economy, it is turning around a bit but a tough economy is even more difficult in a relatively small market. what is th

here's rick horrow. >> reporter: with more than 100 million people expected to watch live, the super bowl preseedinai incredible opportunity for marketers. with that opportunity, however, comes a cost. this year, 30-second commercials in the game averaged $3.5 million, with some spots reaching as hi ty the multimillion-dollar question is, are the ads worth it? from a stock market perspective, the answer is yes. according to a study by the university of wisconsin-eau claire, super bowl advertisers from 1996 to 2010 outperformed the s&p 500 by more than 1% on average in the week before and after the game. the boost in share price is attributed to the hype associated with advertising in the super bowl. the longer a company hyped their ad during the year, the longer they outperformed the market. public companies advertising in this year's game include best buy, coca-cola and gm. nevertheless, given how critical fans are of the ads, corporations need to make sure they can afford to fall flat. $4 million for 30 seconds is more than some company's entire ad budgets. one of the most prominen