it's on tonight's "beyond the scoreboard" with rick horrow. >> reporter: there's no way of knowing howbig of a catalyst jeremy lin was in settling madison square garden's month and a half fight with time warner cable. what's certain is, in these cable disputes, the sports content providers like msg have all the leverage. sporting events are one of the few things people still watch live, and with most games still difficult to watch on the internet, having access to channels such as msg is an incentive not to cut the cable cord. however, as the costs of sports rights increase, cable subscribers are paying the price. disney's espn, which has multi- billion dollar tv deals with the nfl, nba, mlb, and several college conferences, charges cable companies nearly $4.70 per month to include it on their channel line-ups. by comparison, tnt is the second most expensive national network and receives just $1.16 a month in subscriber fees. the challenge for sports tv is that content providers stiff-arm their way into homes, driving up your cable bill. for instance, 99 million americans have to pay t

in tonight's beyond the scoreboard," rick horrow's take on "lin-sanity." >> reporter: lin-sanity, theeteoric rise of knicks' point guard and harvard economics graduate jeremy lin, has taken new york by storm. the knicks have won five straight since lin entered the starting lineup a week and a half ago. but as big of an impact as lin is making on the court, he's making an even bigger impact on the knicks' bottom line. shares of madison square garden, the company that owns the knicks, hit an all-time high this week. that's despite seeing fiscal second-quarter revenues fall 14% and profits drop 22%. the 52-week low for m-s-g stock came on october 4, when the nba canceled the entire preseason thanks to the lockout. it's amazing the difference a few months and a few wins can make. in terms of helping m-s-g's stock price and shareholders, lin might just be getting started. tv ratings on m-s-g network are up 52% in the four games since lin became a starter. the renewed interested in the knicks couldn't have come at a better time for m-s-g. the company and time warner cable are embroiled in a

i'm rick horrow. >> susie: here's what we're watching for tomorrow. from costco to staples, several retailers are posting earnings. microsoft counts to eight as it takes the wraps off windows 8, the latest version of its iconic operating system. and in washington, federal reserve chairman ben bernanke kicks off his semiannual testimony to congress on the state of the u.s. economy. and finally tonight, with the dow crossing the 13,000 mark again, it got us thinking about the first time that happened. it was all the way back in 2007-- april 25 to be exact-- and it only took 159 days for the blue-chip average to go from 12,000 to 13,000. amazingly, 14,000 came just three months later in july 2007. and, by the way, tom, the first time the dow crossed 13,000, the nation's unemployment rate was at 4.5% and "the sopranos" was the top-rated show on cable. >> tom: the way we were in 200 zen, susie much >> susie: let's hope we get to 14,000 fast. >> tom: how about it. >> susie: and a low unemployment rate. that's "nightly business report" for tuesday, february

here's rick horrow. >> reporter: with more than 100 million people expected to watch live, the super bowl presents an 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 high as $4 million. 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