How to introduce your article about the annual buzz surrounding the coming onslaught of Super Bowl ads? Apparently, there's only one way.

From today's USA Today:

Now that the National Football League's regular season has ended, the countdown to Super Bowl XLI has begun. While sports fans are focused on which teams will make it to the Feb. 4 game, folks in the advertising business are watching to see which marketers suit up for the CBS broadcast.

From today's CNNMoney:

The National Football League playoffs begin this weekend and Super Bowl XLI is only about a month away.

But while sports junkies argue about which teams will wind up playing in the big game in Miami on February 4, many business people and casual fans are more concerned about the advertising frenzy associated with the Super Bowl — i.e. which companies will have commercials airing during the game and how much are they paying to do so.

From the coming weeks of incessant coverage by every media outlet: more of this crap.