Super Bowl XLIVSuper Bowl XLIV was an American football game between the National Football Conference (NFC) champions New Orleans Saints and the American Football Conference (AFC) champions Indianapolis Colts to decide the National Football League (NFL) champion for the 2009 season. The Saints defeated the Colts by a score of 31–17, earning their first Super Bowl win. The game was played at Sun Life Stadium (now Hard Rock Stadium) in Miami Gardens, Florida, for the fifth time (and in South Florida for the tenth time), on February 7, 2010, which was the latest calendar date for a Super Bowl until Super Bowl LVI in 2022. This was the Saints' first Super Bowl appearance and the fourth for the Colts franchise, their second appearance in four seasons. The Saints entered the game with a 13–3 record for the 2009 regular season, compared to the Colts' 14–2 record. In the playoff games, both teams placed first in their respective conferences, marking the first time since Super Bowl XXVIII (16 years previously) that both number-one seeds have reached the Super Bowl. The Colts entered the Super Bowl off victories over the Baltimore Ravens and New York Jets, while the Saints advanced after defeating the previous year's runners up, the Arizona Cardinals, and then overcoming the Minnesota Vikings in the Conference Championship. It was also the first time both teams started with a 13-game winning streak. New Orleans was behind 10–6 at halftime of Super Bowl XLIV. During a play many consider the turning point of the game, New Orleans recovered the ball on a surprise onside kick which was also the second half kickoff. They got their first lead of the game with Pierre Thomas's 16-yard touchdown reception. The Colts responded with Joseph Addai's 4-yard touchdown run to regain the lead at 17–13. The Saints then scored 18 unanswered points, including Tracy Porter's 74-yard interception return for a touchdown, to clinch the victory. New Orleans quarterback Drew Brees, who completed 32 of 39 passes for 288 yards and two touchdowns, was named the Super Bowl MVP. His 32 completions tied a Super Bowl record set by Tom Brady in Super Bowl XXXVIII. The live broadcast of the game on CBS was watched by an average U.S. audience of 106.5 million viewers, making it then the most-watched Super Bowl. The National Anthem was sung by Carrie Underwood, and the halftime show featured the British rock band The Who. Super Bowl XLIV was the last Bowl to have a uniquely designed logo as its predecessors had: starting with Super Bowl XLV, the logo was permanently settled to bear the Vince Lombardi Trophy and the Roman numerals denoting the edition of the game. This is also the earliest Super Bowl in which neither team has since re-appeared. The game was televised live in the United States on CBS, capping the network's 50th season of NFL coverage (1956–93; 1998–present). This was the 17th Super Bowl telecast for CBS, the largest total among the "big four" US television networks. CBS had also broadcast the previous Super Bowl held in South Florida (XLI). Play-by-play announcer Jim Nantz and color commentator Phil Simms were in the broadcast booth, with Steve Tasker and Solomon Wilcots serving as sideline reporters. The game was preceded by The Super Bowl Today, a four-hour pregame show hosted by James Brown and featuring analysts Dan Marino, Boomer Esiason, Shannon Sharpe and Bill Cowher along with several other commentators, which started at 2 pm EST. A kickoff show for the game aired from 6 pm EST to 6:28 pm EST. A Spanish language broadcast was aired on the second audio program, with play-by-play announcer Armando Quintero and color analyst Benny Ricardo. With an average U.S. audience of 106.5 million viewers, this was the third most-watched Super Bowl, trailing only the 111 million viewers for Super Bowl XLV the following year and 111.3 million viewers for Super Bowl XLVI. At the time, it was the most-watched program of any kind in American television history, beating the 27-year-long record previously held by the final episode of M*A*S*H, "Goodbye, Farewell and Amen", which coincidentally, also aired on CBS, and was watched by 105.97 million viewers.[16] An estimated 153.4 million total viewers watched all or part of the game. The game drew a national Nielsen rating of 45.0 with a 68 share, the highest for a Super Bowl since Super Bowl XXX in 1996 (46.0/68). The telecast drew a 56.3 rating in New Orleans and a 54.2 rating in Indianapolis, first and fourth respectively among local markets. Three advertisers in particular raised eyebrows with their choice to advertise during the Super Bowl. One new advertiser, Focus on the Family, aired a commercial featuring 2007 Heisman Trophy winner Tim Tebow and his mother that elicited criticism from some women's groups who demanded CBS cancel the ad because they claimed it would be divisive, under the impression that it would mention Tebow's mother was advised, for health issues, to abort her son Tim, but she chose to give birth to him. In the first quarter, CBS aired the advertisement, which had not been pre-released to the public. Per a statement released earlier, the ad did not mention the topic of abortion explicitly. One proposed sponsor, ManCrunch, a gay dating site that bills itself as a place "where many many many men come out to play", had expressed interest in purchasing a 30-second advertisement. The ManCrunch advertisement would have depicted a male Green Bay Packers fan and a male Minnesota Vikings fan reaching into the same bowl of potato chips at the same time and, after a brief pause, begin to passionately kiss. ManCrunch's ad, which has since been released to the public, was initially put on a waiting list before the network outright rejected it due to it violating CBS's broadcast standards. ManCrunch immediately accused CBS of discrimination. Some observers suspect that their advertisement was an attempt at ambush marketing and free publicity. Another ad that was rejected by CBS for failure to meet standards was for the texting service kgb, which focuses on two men with CGI-enhanced images bent over with their heads in their posteriors, while an actor, Sean Gunn, portraying an agent stated that "They had their head up their [backsides]". kgb instead aired an ad with two people who had to find the Japanese word for "I surrender" before being run over by a sumo wrestler. Another ad for Bud Light which was rejected showed workers stripping down for a charity clothes drive in exchange for free beer. All of the rejected ads were shown on YouTube. Among other rejected or modified ads were one for Electronic Arts' Dante's Inferno, which had to be edited for content (the closing phrase, originally intended to read "go to Hell", was replaced with "Hell awaits"), and GoDaddy's originally planned advertisement. Career Builder's ad, showing people dressed too casually for "Casual Friday" and a Dockers ad to promote a free pair of their pants with men in shirts but sans trousers aired back-to-back early in the second quarter. An E*TRADE advertisement, continuing their theme of talking babies on a Web cam, featured a boyfriend-stealing, "milkaholic" baby girl named "Lindsay." Actress Lindsay Lohan, who has a history of alcoholism and was noted for having tried in the early 2000s to date popular young men who were already dating other women, attempted to sue E*TRADE over the advertisement, seeking US$100 million in damages, under the impression that the advertisement defamed her via subliminal messaging and violated her personality rights. E*TRADE denied the allegations and stated the name "Lindsay" came from a member of the accounting staff. Lohan and E*TRADE settled the lawsuit in September 2010; the terms were confidential.

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