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New Economy: San Diego Professor Explains Dollars And Cents Of Super Bowl Ads

U.S. Bank Stadium is seen Wednesday, Jan. 31, 2018, in Minneapolis. The NFL S...

Credit: Associated Press

Above: U.S. Bank Stadium is seen Wednesday, Jan. 31, 2018, in Minneapolis. The NFL Super Bowl 52 football game will be played Sunday, Feb. 4, 2018.

Cue the music, players and all those viral moments from Super Bowl commercial breaks. Advertisers will compete for the attention of the 111 million viewers who are expected to tune in to watch the Philadelphia Eagles take on the New England Patriots in Minneapolis on Sunday.

San Diego State marketing professor George Belch said companies will pull out all the stops to make sure their commercial will be the most-talked-about ad at the water cooler or on social media networks for the rest of the week.

“If you're Coke or Pepsi or Hyundai, this isn't as big of a deal in terms of your budget,” Belch said. “But if you're a smaller advertiser, you're spending a lot of your money on it.”

Companies are paying $5 million for thirty-second ads.

Belch says the goal for advertisers is to build and maintain brand awareness as well as customer affection well beyond the last play.

“The popularity of the game as an advertising showcase, it just keeps increasing and the advertising cost goes up as well,” Belch said.

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