The Super Bowl is as much an advert for advertising as it is an advert for American Football.
Record-setting TV audiences grant brands the biggest promotional platform of the year at the most famous single sporting event in the world.
At Super Bowl 50, when Denver Broncos beat Carolina Panthers 24-10 at Levi's Stadium, a 30-second slot reportedly cost advertisers a record-high $5 million (£4 million).
Most of the 2016 Super Bowl ads have accumulated around 11 million YouTube views each a year down the line, but is it worth it? Which commercials were the most memorable?
As we count down the days to Super Bowl 51, let's remind ourselves of last year's best ads:
Doritos: Super Bowl Baby
Coca Cola: Mini Hulk vs Ant Man
Hyundai: First Date with Kevin Hart
Coca Cola: Brotherly Love
Snickers: Marilyn Monroe, Willem Dafoe
T-Mobile: Drop the Balls with Steve Harvey
Toyota: Prius
Heinz Ketchup: Wiener Stampede
Buick: Ft Emily Ratajkowski
Check back after February 5 to see which advertisers make the cut for the best ads at Super Bowl 2017 and click here for the best Super Bowl ads of all time.