CBS has hinted that it might be prepping another promo for the Super Bowl starring David Letterman, who was featured in past spots that played off Letterman feuds with Oprah Winfrey and Jay Leno. Creative in-house promos have become a trend, writes Brian Steinberg. "CBS, NBC and Fox have all gone the extra mile in recent Super Bowls, running promos that make better use of humor and celebrity and stand much closer to the high-production-value ads from paying sponsors," he writes.

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