Watching the Super Bowl, the peak night for American football, is all about the advertising.
According to survey data from Luma Research, more than half of all Super Bowl viewers tune in just to watch the ads.
Luma Research says its previous found that only around a third of brands return year on year to advertise.
And only around two-fifths of the ads are effective.
“With such high stakes this year, it is not surprising that many brands have decided to pass on the opportunity for Super Bowl 55,” says Luma.
Among the teasers pointing to Sunday is the return of Wayne's World for Uber Eats (Special Group), John Travolta's revisiting Born to Hand Jive with his daughter, Dolly Parton's 9 to 5 and Schitt’s Creek star Dan Levy with M&M’s.
And Australian expatriates John and Luke McKelvey, the founders of Mirimar, have their first Super Bowl commercial, The Four Quarter-Sized Cowboys, for global shopping and payment service Klarna.
A selection:
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