The 1980s and 1990s brought another revolutionary change to product competition and marketing. Cable and satellite TV increased the number of channels and programs available to people. The large audiences became fragmented. Businesses could only count on events like the World Cup for a guaranteed mass viewing audience. Marketing became even more essential. The over hundred-year rivalry between coke and Pepsi heated up. Businesses competed for consumers by attaching more and more famous names to their product. TV ads became savvy, funny, interesting. Audiences began to look forward to commercial breaks during huge events like the Super Bowl or World Cup as part of the entertainment.