It’s a rematch!

The New England Patriots are set to play the New York “Football” Giants, once again, for “all the marbles” in the NFL — this time in Indianapolis.

The Patriots have won ten straight games, with their last loss coming from — you guessed it — the Giants. And, from the opposite prospective, New York have won five straight games, both stats include their Championship Games.

“We know they’re a great team,” Giants quarterback Eli Manning said about the Patriots. “We played them already this year. They’ve been playing great football recently.”

“This team really overcame a lot, and they fought hard all year,” said New England coach Bill Belichick. “It wasn’t always perfect just like today. We had our moments, but they hung in there and they fought hard. I’m happy for the players. They did a great job today.”

Now one can only wonder what Madden NFL Super Bowl predictions will be made for Super Bowl XLVI.

5.5 million households brought home an HDTV set for the first time during the 2007/2008 holiday and Super Bowl season this year. A recent study of consumers across the U.S. indicates that 25 percent of U.S. households or 28 million now have at least one HDTV set, that up from a penetration of 20 percent in September 2007. In a study conducted shortly after Super Bowl XLII, Frank N. Magid Associates identified an impressive three million homes added a second HDTV during this same time frame, bringing multiple HDTV set homes up to nearly 10 million.

"Consumers who become accustomed to the sleek and contemporary appearance of their first HD set are now looking to bring that benefit into other rooms in their home," says Maryann Baldwin, Vice President, Magid Media Futures(TM). "However owning an HDTV set and actually viewing HD are still two very different pursuits for many."

Due to falling prices and the upcoming digital transition, a larger percentage of younger adults 21-34 purchased HDTV’s this holiday season. Among those who purchased their HDTV set in the past year, 18 percent say they did so to connect it to a high definition video game console like Xbox 360 or PlayStation 3.

"Now that the early majority has joined the ranks of the HD adopters, the demographic makeup of the HD population is looking more like the overall U.S. TV viewing universe," says Jill Rosengard Hill, Vice President and Managing Director.

Among those who reside in a household with at least one HDTV set, the number who have taken steps to arrange for HD programming reception hold steady compared to other recent studies at 70 percent. Among the 30 percent of HDTV set owners who have not made these arrangements, many site costs and a limited number of channels available in high definition. Satellite customers make up half of this group, and most of them say they are not prepared to purchase the new equipment necessary to add this service. Just three percent of homes own an HDTV set that is receiving HD programming from their local stations via an over-the-air antenna.

HD adoption appears poised to continue its accelerating growth rate. Not only do three-in-ten households plan to purchase a new TV in the next year, nearly all of them indicate that if they make this purchase, the new television will be an HDTV set. Much of the demand seen this year is driven by both the continuing decline in HD set prices, and the belief among some consumers that the digital television transition slated for February 2009 requires that consumers actually purchase a set capable of displaying high-definition.

Findings also show that 24 percent of those who do not currently own an HDTV set feel it is important they will be able to watch the 2008 Summer Olympic Games in high-definition, another driver that could lead to higher than normal second quarter TV sales, a quarter typically known for its slow TV purchase activity.

While few said the Super Bowl drove their purchase intent, 25 percent of U.S. households watched some portion of the match up between the New York Giants and the New England Patriots in high definition, either in their own home, or in the home of a friend or a family member representing a third of all Super Bowl viewers.

Current HD owners will also drive demand for HD sets. Nearly four-in-ten current HDTV set owners plan to purchase yet another HDTV set in the next 12 months.

Magid conducted this online research among 1,235 consumers nationally representative of the U.S. online population, age 21 and over. A written report on the study is now available for purchase. Contact Jill Rosengard Hill at 212-515-4523 or Jrosengardhill@magid.com.

Please Note: This was a press release