I don't think it mattered that berman or espn were slapped on it. Look at the announcing team. It had two studio actors and it was pretty solid. I think people liked the halftime show because of the set up of it. It looked like TV.
And as I stated earlier in the thread people combine the halftime show with the weekly sports center show and that's where it's better than Madden. Just due to the fact that madden does not have a weekly show at all nor less one that includes scores, highlights, injury updates, draft info, etc