Kyle Risdahl

The opening ceremony's on Friday, then the Super Bowl on Sunday, both as it happens on NBC.

The network gets a chance to make back the zillions of dollars spent on the broadcast rights.

Brands get a huge marketing opportunity as they try to move product and services at a tricky time economically and politically.

Marketplace's Kristen Schwab has more now on the tone and tenor of ads in this day and age.

We'll be right back.

It's a well-trod statistic, but it fits here that according to the Federal Reserve, fully a third of adults in this economy say they could not cover a $400 emergency expense using cash.

One of the groups trying to solve that problem or ameliorate it as best they can is a nonprofit called Canary.

Rachel Schneider is the founder and CEO.

Welcome to the program.

For those uninitiated among us, what is Canary?

What does it do and how does it work?

There are companies, though, that do have these funds set up that kind of do what you do, right?

Absolutely.

We should say here, I should say here, full disclosure, that we've had you on the program before.

It was eight, nine-ish years ago.

Honestly, I kind of forget.

But you had worked on a book.

You had done research for a book and co-written a book called The Financial Diaries in which you gained some insight into sort of this mirage of economic stability that people have.

And also, and this is important, I think, these grants that Canary is able to give are not huge.

I mean, $1,000 is a lot of money, but in the grand scheme of things, $1,000 goes a very long way and is not that much money.