Super Bowl Commercials 2016: Updated Ad Info, Prop Bets and Movie Trailer Debuts

Commercials that air during the Super Bowl give companies a chance to take center stage during the proverbial water-cooler discussion the next day. The competition is always fierce, however, and things will likely reach another level for Super Bowl 50.

There is no guaranteed formula for success, either. For example, Budweiser has succeeded with animals, including its Clydesdale horses, over the years. But not every ad has been a huge hit, and those that have tried to emulate that approach haven't been able to match it.

The key in the current era is finding the right combination of storytelling and moments that will generate immediate talk on social media. So let's check out some of the key details ahead of this year's milestone Super Bowl broadcast, which should feature some memorable ad spots.

Ad Information

While Super Bowl ads provide the potential to showcase brands to a massive audience, they also come with risk due to the high price. It's easy to get lost in the crowd with so many products vying for attention. When that happens, there isn't much bang for the buck.

Anthony Crupi of Advertising Age reports CBS president Les Moonves stated the going rate for a commercial during Super Bowl 50 is about $5 million. He also noted the company always keeps a couple of spots available until late in the process, when a desperate company comes calling.

"Two weeks before, some movie producer who thinks he has a bad movie will convince the studio to spend more money on it … and they're going to beg us for two spots," Moonves said.

Buying the commercial time isn't the only cost, though. Michelle Castillo of CNBC spoke with an industry source who estimated the overall price tag is around $30 million when taking into account production and other facets of the ad campaign.

It's raised questions about whether going all in for the chance to strike gold during the Super Bowl is the right move.

"I've always questioned how valuable it is compared to what you can do with that other $5 million on other kinds of television programs," Forrester principal analyst Jim Nail told CNBC.

Yet, allure of the Super Bowl is often too much to resist to advertisers. More than 114 million people tuned in to watch the game last year to set a new U.S. TV viewership record. That's why the commercials get so much attention leading up to, during and after the game itself.

Notable Prop Bets

Prop bets are available during any given week of NFL play. They are taken to the extreme during the Super Bowl, though. You can make picks about just about anything that could happen during the game, halftime show or even the commercials.

Jaime Uribarri of the New York Daily News passed along the entire lot of options available for Sunday from OnlineGambling, including some ad props:

-	First Ad (After Coin Flip)	Best Ad (USA Today Meter)	SB Player in Ad
1	Budweiser/Bud Light: 3/1	Budweiser/Bud Light: 5/2	Peyton Manning: 1/1
2	Doritos: 5/1	Shock Top Beer: 4/1	Cam Newton: 4/1
3	Kia: 6/1	Doritos: 5/1	Luke Kuechly: 10/1
4	Butterfinger: 8/1	Mini Cooper: 7/1	Demaryius Thomas: 15/1
5	LG Electronics: 8/1	LG Electronics: 8/1	Von Miller: 25/1

The favorites in each category don't come as a surprise. As previously mentioned, Budweiser has been involved in the Super Bowl ad game for a long time and has produced plenty of memorable spots, so it wouldn't be a surprise to see it come out on top again.

Likewise, Manning has capitalized on his popularity by becoming a frequent pitchman throughout his Hall of Fame career. Kurt Badenhausen of Forbes reported in October that the Denver Broncos QB led all NFL players with $12 million in off-field earnings. Seeing him in a Super Bowl ad feels like a lock.

Movie Trailer Buzz

Movie trailers are one particular category of commercials that always generates a lot of attention. Studios try to start building hype with a strong Super Bowl spot, even if the movie isn't scheduled to come out until later in the year.

Lucas Siegel of ComicBook.com notes at least six trailers are likely to show up during the big game (two from Fox, "multiple spots" by Disney and at least one each from Universal and Paramount, with Universal taking a 60-second spot).

The report notes Deadpool and Teenage Mutant Ninja Turtles: Out of the Shadows are both confirmed, while a spot for the fifth Bourne film is likely, among others. And, as those comments by Moonves earlier in the article suggested, there's usually a few trailers added into the equation late in the process.

In terms of trailers, the best ones during the Super Bowl are those that intrigue viewers while still leaving them craving more, which forces them to look up further information. Build the anticipation so the potential audience keeps checking for updates leading up to the release date.