The Super Bowl stands as the most-watched television event of the year. In most years, the game only provides part of the attraction. The commercials -- which cost $6.5 million per 30 seconds -- often provide more highlights than the actual game itself.
This year, the NFL has a competitive match-up, but the Cincinnati Bengals come from a small market and the Los Angeles Rams have a limited fan base which has made some of its home games de facto road games. That makes the casual viewing audience that tunes in for the commercials even more important to Comcast's (CMCSA) NBC, which will broadcast the game beginning at 6 p.m. Eastern.
In addition to airing on broadcast NBC, the game will also stream on the premium tier of the company's Peacock streaming service and on NBCSports.com.
The 2021 version of the NFL title game saw its audience drop to 91.6 million viewers while another four million or so watched the game online or on other feed options including Disney's (DIS) ESPN Deportes cable channel, which offered a Spanish language feed.
"With around 91.6 million viewers on CBS alone, the 2021 Super Bowl is still the most-watched show of the past year. However, taking an 8% stumble from what Fox had on its broadcast network last year, the 55th Super Bowl distinctly had the smallest network audience since the very different TV era of 2006," Deadline reported.
This year's game may fall even further, but that's still a lot of people -- almost certainly the largest TV audience of the year -- who will be tuning in for the commercials.
Update 5:47 p.m. EST
We'll get started with the first ad after kick-off. That should be around 6:30 p.m. EST.
Update 6:02 p.m. EST
Lebron James will star in an ad for Crypto.com and that may only be the start of his involvement. TheStreet's own Luc Olinga has the inside story of what "King" James will do.
Update 6:40 p.m. EST
Athlete trains with his brother to win a bunch of medals in the Paralympics after he loses his eyesight. So, Toyota (TM)? That's an leap for an inspiring ad that had nothing to do with cars or the company paying for it.
Update 6:44 p.m. EST
Disney's (DIS) Marvel has a new superhero and it's totally not Batman. Call this a dark and mysterious ad designed to build intrigue for a superhero few people have heard of (Moon Knight), at least few outside of comic book fans. The commercial looked a lot like Marvel's version of the Caped Crusader which was probably intentional.
Oh good, a talking baby, apparently the talking baby, for E-Trade. So, a baby is better for investing advice than a meme? Seems relative.
"Law & Order" is back, a simple and perfect promo using the iconic show's signature sound.
Update 6:53 p.m. EST
We have our first score and an ad with a tribute to the Kool-Aid Man? A really tall lady plays guitar for Bud Light Next? Hard to see the connection, but it was trippy.
A biker chick wants you to bet on DraftKings (DKNG) and maybe drive something fast?
Arnold Schwarzenegger as Zeus in an ad for electric BMWs (BMW) , because, he's famous? This continues a near perfect streak of ads that have very little to do with what they're advertising.
Update 6:57 p.m. EST
Movies are good and Ryan Reynolds is in another one! Lots of films you've never herd of, some starring people you vaguely like, are coming to Netflix (NFLX).
Avocados from Mexico? Does anyone ask where their avocados are from?
Update 7:04 p.m. EST
Carvana (CVNA) actually has an ad that explains why you should use the company to buy a car. That may make it the best ad of the night.
A dancing QR code? America loves those? They're not a sign of pandemic fatigue at all. We have to scan it to know what company just paid $6.5 million? Oh, no, it's somehow Coinbase (COIN) .
Update 7:15 p.m. EST
Still don't know what Coinbase is? If you didn't before the ad you sitll don't now.
A woman drops her Cheetos and a bunch of animals fight over them? Dorito's are animal food? Sloths like Doritos? Good for Salt 'N Pepa? Maybe not as good for Frito Lay?
A Chuck E. Cheese-like restaurant closes and its mascot has really sad times until someone gives him an Oculus headset. More good decision by Meta (FB).
Jordan Peele has a new movie. It does not have a title, but it might be scary?
Comcast's NBC really wants you to know Law & Order is coming back, I mean to a suspicious, what else is in the pipeline level.
Update 7:23 p.m. EST
A missed extra point!
Bowling? Peyton Manning? Vaguely dorky people like Michelob? Then, for no reason, Serena Williams.
Okay, song from "The Sopranos," lots of street signs. Chevy, perfect cars for mobsters? Nope, Tony Sopranos kids drive an electric truck. Don't stop believing?
Update 7:33 p.m. EST
Barbie has to bid for the Dream Home? It's literally the Barbie Dream House, but, good news, Rocket (RKT). On the plus side, nice to see Skeletor get some work.
Disney has a lot of great shows on Disney+. It does. How to show that, lots of goats of course, because, get it, GOAT.
Peacock has (WWE). If you care about that, you absolutely already knew it.
Update 7:40 p.m. EST
We all love Dolly Parton and some of us love Miley Cyrus? They really meant you to have better 5G service through T-Mobile TMUS.
It's even more Mannings because they're likeable in a non-offensive way. And, for some reason, they hang out with Caesar from Caesars (CZR).
Update 7:47 p.m. EST
Turbo Tax does taxes, mostly for weirdos. It apparently caters to that.
Morgan Freeman wants you to fly Turkish Airlines? Does this come up a lot?
Another seltzer? Thanks, Michelob! Every single company having at least one wasn't quite enough.
Update 7:55 p.m. EST
It would not be the Super Bowl without a really weird ad with Matthew McConaughey for...Salesforce (CRM)? Really felt like Meta, but nope.
Larry David is funny and wants you to buy some sort of Crypto service? Who knew crypto, Larry David! Did they just cold call celebrities?
Update 8:02 p.m. EST
Halftime! Do these commercials count? Good news, however, Rams fans, Coach McVay plans to make some adjustments.
Toyota sponsored halftime, probably a better deal than buying an ad. PepsiCo. (PEP) sponsored halftime.
Peacock has its own take on Tiger King? We're officially out of ideas.
You also got a block of local ads, so, make your own jokes.
Update 8:10 p.m. EST
The NFL had an ad for itself? And, of course, it had Peyton Manning, who by law has to be in 25% of all ads.
Update 8:25 p.m. EST
Past Lebron James visits current Lebron James, which was cute, so Crypto.com? Do crypto companies even consider that maybe they should explain their business? What do they sell? Can I buy it?
Update 8:28 p.m. EST
NBC and Peacock have a lot of shows you're not watching including a really serious take on "Fresh Prince of Bel-Air." Maybe they can make a really dour version of "Golden Girls" where they all live in a poorly-run assisted living facility or a new take on "E.R." where everyone just waits for hours.
Update 8:45 p.m. EST
Alphabet's (GOOGL) Google Pixel 6 had a direct and successful ad. It had a clear point and made it well.
Planet Fitness (PLNT) brings back Lindsay Lohan and it worked?
Update 8:55 p.m. EST
There's a new "Lord of the Rings" prequel and it's on Amazon (AMZN) Prime, None of the characters you know, but Hobbits, probably.
Paul Rudd and Seth Rogen are loveable and totally eat Lay's potato chips. An actual smart ad that sort of reminds you that chips are a thing?
Update 9:01 p.m. EST
Pringles still exist and still come in cans. Those cans can get stuck on your hand? So, eat Pringles?
Another hard seltzer and Guy Fieri? Well, it's a hard seltzer soda from Bud Light.
A lot of ads really want to show you that electric vehicles are, in fact, electric. This one has Bonnie Tyler's "Total Eclipse of the Heart" and it's for Kia, There's also a robot dog which may or may not have a relationship with the car. Is the dog for sale?
Update 9:06 p.m. EST
Dr. Evil? In 2022? Good for Seth Green. Does General Motors (GM) have an ad agency that hasn't seen a new movie in 20 years?
More crypto ads or maybe its for stocks? Etoro?
Hey, it's Zach Braff, he's still a thing and there's the other guy from "Scrubs!" And, they have T-Mobile internet. Might be time for a "Scrubs" revival.
Update 9:12 p.m. EST
The Winter Olympics are now? Peacock!
Update 9:23 p.m. EST
Colin Jost and Scarlett Johansson appear in an ad for Amazon's Alexa. It was clever but only showed you what it might do if it read your mind, which we're pretty sure it can't. Alexa, wait these two are married?
Booking.com isn't cool, but it helps you book travel. That's a message that actually makes sense.
Update 9:28 p.m. EST
Lazy people like to drink something called Cutwater? These are bar-quality drinks in a can? Is anyone this lazy?
Vroom delivers an ad that more less reminds you that it's a knockoff of Carvana.
Irish Spring wants to hurt people who smell bad? Seems intense for soap.
Update 9:36 p.m. EST
Nissan has Eugene Levy and he's driving really fast. The ad was for some sort of yellow car.
Evil clowns love Taco Bell? Also, Doja Cat.
Update 9:45 p.m. EST
Budweiser Clydesdales are back. A shockingly emotional ad given that it starred horses and dogs.
Kevin Hart shops at Sam's Club? That seems improbable.
The guy from "Modern Family" makes a lot of dumb purchases which is an ad for Greenlight, a financial services product for kids.
HBO has a show about the Showtime Lakers, Feels like a missed opportunity for Showtime.
