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."
LISTEN ABOVE
See omnystudio.com/listener for privacy information.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
The Breakfast Club
The World's Most Dangerous Morning Show, The Breakfast Club, With DJ Envy, Jess Hilarious, And Charlamagne Tha God!