By scheduling the game in February, this guarantees that each year, the SB will be held during what is known as “sweeps weeks”. Sweeps weeks are in February, May and November. These are the periods where TV advertising rates are set and this is why the networks put up their biggest programming events and show little to no reruns at this time.

Ensuring the game was held in this important broadcasting window was never considered until after the first time the game was in February (2002), but since the realization came too late for scheduling the 2003 game this way, it wasn’t until 2004 that it became a permanent part of the schedule.

Who do we have to thank for this stroke of television programming genius–none other than Osama Bin Laden. Because of the 9/11 attacks, the entire NFL schedule was delayed one week, pushing the 2002 game into sweeps weeks.