Dr Ayalla Ruvio: Michigan State University researcher on the impact of Super Bowl advertising and the Taylor Swift effect - Weekend Sport with Jason Pine

Super Bowl LVIII is expected to start at 12:30 NZT, and advertisers have been ready for kickoff all year.

Brands will be bringing in high-profile celebrities and the best effects money can buy in order to lure in doves of prospective buyers.

Michigan State University researcher Dr Ayalla Ruvio says brands will be more likely to prioritise the entertainment value of their ads this year.

"The economic situation is not that secure, political issues are coming to play, so there's political insecurities both in-home and internationally. This weighs a lot on consumers overall, so this year, I think companies will want to have commercials that are more entertaining."

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