A general view of Super Bowl signage shown at the NFL Super Bowl Experience prior to Super Bowl LVIII on February 6, 2024 in Las Vegas, Nevada.
Jamie Squire | Getty Images
Super Bowl 58 kicks off at 6:30 PM ET, but not everyone tuning into the matchup between the AFC champions, the Kansas City Chiefs, and the NFC's class, the San Francisco 49ers, will be there for the big game.
The Super Bowl is the biggest stage for advertising, with companies competing for a limited number of spots to showcase their products to millions of consumers. For the second year in a row, the average cost of a 30-second ad spot was $7 million. Even as linear ad revenue declines, companies know there's no guarantee they'll be able to reach more people than they could with the Super Bowl.
“Sports continues to be an advertiser's delight,” Disney CEO Bob Iger said on the company's earnings call on Wednesday.
This year, consumer products such as Oreos, Pringles, Mountain Dew, Doritos and M&M's dominate the ad lineup. And there are plenty of celebrities like Jason Momoa, Quinta Brunson, Jenna Ortega, Tina Fey, Kate McKinnon, Pete Davidson and Addison Rae.
There are fewer car commercials this year, but those in the mix are aimed at presenting new electric vehicles.
Sunday's match will take place at Allegiant Stadium near Las Vegas, a poignant reminder of the rise of sports betting in the US in recent years and of Sin City's bid to become a sports and entertainment hub.
The game will feature Usher as the halftime performer and will be broadcast on CBS.
— Amelia Lucas, Michael Wayland, Micah Washington, Gabrielle Fonrouge, Lori Konish And Jordan Nov contributed to CNBC's Super Bowl coverage.