Before the era of "Super Bowl Sunday" as a national holiday, the game was exactly that: a game. You tuned in, watched the kickoff, saw a trophy presentation, and went to bed. There were no 6:00 AM breakfast panels, no celebrity cook-offs on the sidelines, and certainly no 11-hour pre-game countdowns. That all changed in 1978, thanks to a sudden downpour in the desert.
In this fascinating bonus episode of BenchMarks, Callan McClurg—who hasn't touched an NFL broadcast since the Chargers packed their bags and left his native San Diego in 2017—uncovers the "accidental" origin of the modern Super Bowl broadcast.
The story begins on January 15, 1978, the day of Super Bowl XII. CBS had a lean 90-minute pre-game show planned, intended to lead directly into the Dallas Cowboys vs. Denver Broncos matchup. But a few hundred miles away, the final round of the Phoenix Open was washed out by a rare, torrential Arizona rainstorm. Suddenly, CBS had a massive hole in their afternoon schedule and millions of viewers with nowhere to go.
McClurg explores how a panicked production team decided to simply "stay with the football," stretching the pre-game coverage into a three-hour-plus odyssey of interviews, highlight reels, and filler. To their shock, the ratings didn't just hold—they soared. We trace how this "accident" gave birth to the "11-Hour Marathon" we see today: a multi-network, sunrise-to-sign-off spectacle that covers everything from the arrival of the team buses to the brand of the kicker’s socks.
The 11-Hour Marathon is a look at the commercialization of time itself, and how a literal "rain check" in golf created the most bloated, profitable, and iconic day in American television.
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