The game was broadcast in the United States by NBC with play-by-play announcer Dick Enberg and color commentator Bob Trumpy. Jim Lampley hosted all the events with the help of analysts Mike Ditka and Joe Gibbs and sideline reporters O.J. Simpson (on Buffalo's sideline) and Will McDonough (on Dallas' sideline).
It was the first time a network had held consecutive Super Bowls outright. The five-year NFL contract signed in 1989 had a provision where the last Super Bowl in the contract (XXVIII) would not be rotated, but would go to the highest bidder. NBC, which had held XXVII, was the only network to bid on XXVIII. Less than two weeks before the game was aired, NBC had shown a Peanuts special, You're In the Super Bowl, Charlie Brown, in which the character Melody-Melody wins the Punt, Pass & Kick contest wearing a Dallas Cowboys uniform.
Previously, the league alternated the Super Bowl broadcast among its television networks, except for Super Bowl I in which both NBC and CBS televised it simultaneously. CBS broadcast Super Bowl II, then the league rotated the broadcast between CBS and NBC until 1985 when ABC entered the rotation when they broadcast Super Bowl XIX.
NBC aired the premiere of The John Larroquette Show following the game.
The pregame show held before the game was titled "Georgia Music Makers" and featured performances by the rap music duo Kris Kross, the rock band The Georgia Satellites, country musician Charlie Daniels, and the Morehouse College Marching Band.
The United States Trampoline Association (USTA) performed on 4 trampolines during "Jump-Jump" performed by Kris Kross.
Later, singer Natalie Cole, accompanied by the Atlanta University Center Chorus, sang the national anthem.
To honor the 25th anniversary of the New York Jets' upset win in Super Bowl III, that game's MVP, former Jets quarterback Joe Namath joined the coin toss ceremony.
The halftime show was titled "Rockin' Country Sunday" and featured country music stars Clint Black, Tanya Tucker, Travis Tritt, and Wynonna Judd. The show's finale included a special appearance by Naomi Judd, who joined Wynonna in performing The Judds' single "Love Can Build a Bridge", to which everyone eventually joined in.
This was the first Super Bowl halftime show in which the main stadium lights were turned off for the performance. The show including dancers with yard-long light sticks.