After reading the comments on this thread, i am a little amazed. I get how we can all have different interests. But, not getting the value of targeted advertising is a little disappointing.
Let's just assume that 20 million people actually watch the game and the same 20 million aren't in the kitchen or bathroom during the commercial. If you can have those 20 million people GAIN AWARENESS of your product existing through this ad, it would be a complete home run. The goal is to connect the viewers obvious interest in the NFL to the XB1 brand. They know they aren't getting them to play games and they don't care about that for this ad. All they really want is NFL + XB1 = COOL/GREAT/NEAT/whatever. The commercial isn't a one time thing, it will be on multiple times each game over hundreds of games(if you watch football, you know this). Now, after that thought is established, the other advertising they do that will demonstrate other abilities of the XB1 will only compound with this ad to give them reasons to buy the XB1.
The other way to look at it is, if the NFL audience is later at walmart/bestbuy/target/gamestop and are considering buying a game system for themselves or the family, they now have another reason to choose the XB1 over the other options.
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