Who will spend $5 million for a 30-second spot at the Super Bowl this year?
It's the most expensive air time on television, but most major advertisers are willing to shell it out. That is, to reach the millions of viewers huddled around the living room TV on Super Bowl Sunday.
Traditionally, the big game attracts close to 100 million viewers, the biggest TV audience for any U.S. sporting event.
And, with the price tag going up every year, it's almost guaranteed that advertisers pull out all the stops to get you to watch -- and remember -- their multi-million-dollar commercials.
Meanwhile, keep it here for videos and updates on the 2018 Super Bowl ad lineup as they are announced.
2017 Super Bowl ad lineup rewind
The biggest news in 2017 was WHO WASN'T on the Super Bowl commercial roster. For the first time in recent memory Dorito's "Crash the Super Bowl" contest dropped out of the lineup. Geared to millennials, the popular campaign had run its course and a new campaign is promised in 2018.
Making their first-ever appearance at the Super Bowl in 2017? They included two Proctor & Gamble products : fabric refresher Febreze, and the "Official Cleaner of Super Bowl LI", Mr. Clean. And while Mr. Clean has needed a 21st century update for some time now. Proctor and Gamble finally did it. Yeah, they went there (see above).
And, while not exactly an historical first, it was 40 years since a wine brand had advertised at the Super Bowl, but Yellow Tail broke the dry spell with 30-second regional spot.
Of course, Bud and Bud Light were back selling the suds at Super Bowl 2017, including the first-ever spot for the Busch beer brand "Cold As A Mountain Stream, Smooth As Its Name." And, speaking of "going there" - watch Budweiser get right to the heart of the matter with a pro-immigration message in light of recent headlines:
Notorious GoDaddy - which dropped out last year - also returned to Super Bowl 2017 with an 30-second spot featuring "a new, yet-to-be-released product". Instead of their usual scantily clad women, Go Daddy is opting for -- you guessed it -- cats. Did we mention cats on appliances? Take a look at the teaser spot, below, and get ready to roomba on Super Bowl Sunday.
Munchies during the game? As fans happily sat behind a bowl of guacamole and chips during the game, Avocados from Mexico returned in its third consecutive year focusing on the generous health benefits of ... you guessed it.
Pepsi and Tostitos, meanwhile, made up a natural combo guaranteed to make any Super Bowl party a success, at least according to Raven's quarterback "Joe Cool" Flacco who gave a righteously (and hilarious) deadpan performance, above.
And, on the Internet and social media scene, Wix.com returned in 2017 featuring an easy way for small businesses to create their own websites. The spot starred Jason Statham and Gal Gadot who didn't pull any punches in a fine pair of fast and furious performances:
Finally, the Super Bowl would not be complete without an upcoming movie blockbuster. This year they included a look at "Life", starring Jake Gyllenhaal (see it below); "Ghost in the Shell", starring Scarlett Johansson; "Transformers 5 The Last Knight" and "Guardians Of The Galaxy 2".