Channel surfing during the Super Bowl? Don't be surprised if it's slim pickings in the non-football universe — think: reruns galore, plus the odd figure skating competition or animal extravaganza.

The Super Bowl has become "immune to competition," says TV Guide columnist Stephen Battaglio. Other networks just roll over and play dead as more than half the nation's TV sets are tuned to the big game.

But, it wasn't always so. As recently as 1992, Fox aired a live episode of "In Living Color" during the halftime of the Super Bowl, which that year was aired by CBS — sucking away a big chunk of the viewership.

The NFL has responded by booking bigger halftime acts, such as the Rolling Stones, Battaglio says. Prince is the halftime headliner of this year's game, which is being aired on CBS.

And Fox, for its part, will be showing a "Simpsons" rerun and the movie "X2: X-Men United" as the Colts take on the Bears on Sunday.

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PUPPY BOWL

That said, counterprogramming isn't completely dead. Each year, ESPN airs figure skating against the Super Bowl — and this year is no different, since "the figure skating audience is different from the NFL audience," says network spokesman Bill Hofheimer.

Animal Planet is airing its third annual "Puppy Bowl," which features puppies playing in mini football stadium with announcers and replays — also to hook a non-NFL audience.

"It has a softer side to it — it's so adorable — and women and kids might be drawn to it," says Maureen Smith, general manager of Animal Planet.

But, two fledgling networks are giving chase to the 18-to-34 male demographic. Howard TV On Demand — radio personality Howard Stern's channel — is airing "The Stupid Bowl III: The Boys vs. The Girls," and Fuse, a 24-hour music station, has "Pants Off, Dance Off: Pancer Bowl I."

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BRATS AND BEER

About 90 million people watch the Super Bowl each year, according to TV rating firm Nielsen Media Research, and 30-second advertisements cost $2.6 million.

Got something to sell? Nielsen offers the following marketing research:

— Indianapolis viewers buy more sausage, buns and brats than the average viewer.

— Chicago viewers buy more bagged nuts, beer, frozen poultry and meat.

— Both Bears and Colts fans are cited as "avid fast food restaurant goers," with McDonald's their eatery of choice.

The top Super Bowl advertiser the past five years? Anheuser-Busch.

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POST-GAME

Networks hosting the game have used different gambits to hold onto the massive Super Bowl audience.

Until recently, the post-game slot was a showcase for new shows, Battaglio says. NBC launched "The A-Team" in 1983 immediately after the Super Bowl. Other post-game launches include CBS' "Airwolf" and ABC's "The Wonder Years."

By the mid-1990's, though, the tactic was falling short. Too many people were flipping channels after the final whistle, so NBC in 1996 aired the tried-and-true "Friends" immediately after the Super Bowl, holding on to most of the football audience.

Last year, ABC's already-hot "Grey's Anatomy" received an enormous bump by airing after the Super Bowl. This year, CBS is putting the drama "Criminal Minds" in the coveted slot. "That's their hottest show right now," Battaglio says, "and they'd like to take that to the next level."

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Stephanie Hoo is asap's business writer. asap reporter Howie Rumberg contributed to this report.

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