The Super Bowl has long been as anticipated for its half-time show, and the expensive ad slots around it, as for its actual football, and the budgets involved have only grown with the eyeballs accrued.
Take sync fees, for example. When Christopher Walken happens across this year's half-time star Usher in the BMW spot above, they say 'yeah!' to each other and a waiter a few times. And despite no melody or other lyric being used, the six songwriters behind Usher's 2004 hit Yeah! got to split a full sync fee, which would have been substantial, to say the least.
