And we come back to today's fractured, troubled music scene. There is no contemporary act the Super Bowl can invite that has appeal outside of a rather narrow age/race/national origin-dependent demographic. The performers popular with white 25-44 females strike out with 35-54 males, and the 55+ viewers in all demos have little use for anything contemporary or even dating to the turn of this millennium. Rap has crossed a lot of racial/ethnic lines, but it's still a primarily millennial/late pre-millennial genre, and its reliance on gutter language to "keep it real" makes it impossible for network TV to present to its fans in the manner they want to hear it. The safest route is classic rock, but the base -- even though it's full of football fans -- is old, white and shrinking, not what Madison Avenue wants. I have no idea if there's even a solution other than dropping the halftime show for a traditional highlights/analysis/features approach and give up on reaching the "casual fan" in great numbers -- just hope they flip back to the game after watching Puppy Bowl, figure skating, a bit of a movie, something on Netflix, whatever, for that half-hour.