The biggest game in football is also the biggest day for advertising. Our editor in chief guides you through our special issue.

The Super Bowl is the biggest and most expensive day in TV advertising. However, in a year when AdAge's list of which companies have bought spots pointedly excludes both Procter & Gamble and Unilever, Doritos got more than 1,000 submissions for its user-generated Super Bowl ad contest, and CBS SportsLine is repeating the TV ads online while the game is still going on, it seems clear that the advertising times are a-changing.

This year, the real Super Bowl marketing action is online. That's why I'm pleased to bring you this special issue of iMedia Connection.

We start with a panel of industry heavyweights sharing their predictions about the brands and strategies to watch on Sunday-- which brands will ask you to grab your cell phone to text something in? Who will best leverage user-generated content? What role will YouTube play? Find out what they think!

Then, Underscore Marketing's Tom Hespos shows us how to capitalize on the Big Game even if you didn't buy a $2.6 million spot.

2007 will be remembered as the first year of User-Generated Super Bowl ads. Nick Usborne reviews which companies embraced this exciting -- and risky -- strategy, and he wonders what this means for the future of advertising agencies.

According to a poll fielded by Questus for today's issue:

• 78 percent of those surveyed are interested in Super Bowl ads
• 61 percent are interested in the brands that advertise in the Super Bowl
• 59 percent of viewers expect to discuss ads that capture their attention
• 47 percent are aware of brands that will advertise even before the game

Questus' director of research Jeff Rosenblum takes us through this poll and explains why the most important screen on Super Bowl Sunday is really the computer monitor.

This year, a Bears fan attempted to auction herself on eBay as the perfect Super Bowl date and wound up getting Axe to give her tickets as part of a promotion, and a man is trying to get a brand to support his marriage proposal.

Through the internet, viewers have been enthusiastically involved with the big game for weeks before kickoff, and because of the internet they will continue to be engaged with the game for weeks and months after the final points are scored. 

This Sunday, how many screens will you be watching?

Brad Berens is editor in chief and chief content officer for iMedia Communications. Read full bio.