You can still get a cheap ticket to see the Baltimore Ravens and San Francisco 49ers play in Sunday's Super Bowl.
Okay, relatively cheap. It'll still be far above face value and at least a grand -- unless you're very lucky. But prices are down from last year, substantially.
That's partly because of changes in the ticket market in recent years, says Eric Fisher of Sports Business Journal.
"Cosnumers are in control now," explains Fisher. "If you go back 20 years ... it was the sort of shady-looking guy standing on the side of the arena or stadium. And now, with so much going online, there's just an immense wealth of data that the consumer now can get very easily."
And knowledge is power, says Fisher: "It's very easy for a fan to find out now what tickets are really going for on the open market for any given event."
The popularity of this year's NFL teams also factors into ticket pricing. San Francisco and Baltimore have much smaller and more regional fan bases than other Super Bowl powerhouses.
"These are popular teams and they're obviously very well beloved in the regions, but these are not markets as big as what we had with New York and Boston last year," says Fisher.