Super Bowl Ads 2018: Analyzing Value and Cost of Top Commercials

If Nick Foles wanted to invest his entire 2017 base salary into a Super Bowl commercial, he would get precisely six seconds of your time.

A 30-second spot in the 2018 "BIG GAME" will cost companies $5 million, falling in line from the previous two iterations of the...BIG FOOTBALL EVENT. Or whatever the advertisers in said commercials would like to call it to avoid paying the NFL to license out Super Bowl.

Sports Illustrated's Richard Deitsch originally reported the news. If you've watched the Super Bowl—er, Big Game—you're likely prepared for the companies you'll see. Budweiser, Coca-Cola, Pepsi, Amazon and a host of others will all be making their appearances on Sunday.

"It really isn't about the commercial per say but more of an experience," said David Angelo, chairman of the El Segundo-based ad agency David & Goliath, per Stephen Battaglio of the Los Angeles Times. "It's an experience that starts prior to the Super Bowl, continues the day of and then a few weeks after. It's like telling a great story. So you can get people engaged. We believe there is a great value in that."

Nearly all the commercials you'll see this weekend are available somewhere online. Amazon enlisted a number of celebrities—most notably rising rap superstar Cardi B—to voice Alexa in a spot where she loses her voice.

Bud Light will be doing their "Dilly Dilly" thing, which...I don't know. I guess it's one of those "so dumb it works" sort of deals because it's become ubiquitous. I didn't get it at first. I still don't understand it. And I don't think I'm at the age yet (27) where life has passed me by to the point there's an in-joke here I'm missing.

That said, I can't think of Bud Light anymore without "Dilly Dilly" playing in my head. So, kudos.

Budweiser, as is typical, went more serious with its ad campaign.

Here's a look at some of the other ads that have leaked so far heading into Sunday's Super Bowl matchup: