Of course they can just be more creative so that people will actually want to watch the commercials, like they do during the Super Bowl.
Actually there are some commercials better than many of the shows these days.
There are commercials during the Super Bowl? The pace of the game makes it unwatchable, unless a few adult beverages are inbibed of course. I watched the last one of course, my hometown boys were involved, but that was the first I paid attention to for the length of the game since VII. I love football, but cannot sit through the BS.