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
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Coca Cola: Mini Hulk vs Ant Man
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Hyundai: First Date with Kevin Hart
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Coca Cola: Brotherly Love
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Snickers: Marilyn Monroe, Willem Dafoe
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T-Mobile: Drop the Balls with Steve Harvey
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Toyota: Prius
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Heinz Ketchup: Wiener Stampede
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Buick: Ft Emily Ratajkowski
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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.