According to the New York Times, the NFL is making progress in their attempt to decrease the number of hits to the head and neck of players during the season.
Last year the league cracked down on hits by threatening suspensions for repeated violators. This change is starting to show progress. Concussions in preseason and regular-season games dropped 12.5 percent from 2010 to 2011, from 218 concussions reported in 321 games last season to 190 concussions in 320 games this season.
The NFL is attempting to combat the image that players and coaches have deliberately hidden concussion symptoms so that players can continue playing. This may lead to more serious injuries (something called Second Impact Syndrome) and chronic debillitation.
The last commercial in the 3rd quarter will show the improved safety in the league from its inception.
For more, read: http://www.nytimes.com/2012/01/31/sports/football/nfl-to-address-head-injuries-in-commercial.html?_r=2&pagewanted=all