What's the deal with the chimes on 3rd down.

[SwissArmyFrog]

I swear, I never heard of a stadium play those Big Ben style chimes when an opponent is facing 3rd down before I listened to the TCU vs WVU game on the radio.

Then on Thanksgiving, I hear it in the Lions vs Texans game. Now, I just heard it in Michigan vs. Ohio State!

Is this a new thing, or have people been doing this for a long time and I've just missed it. Maybe a regional preference?

 

[joejordan]

Chimes? I thought it was the opening from AC/DC's Hell's Bell's.