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This year’s Super Bowl ad challenge: Comfort, connect without crossing lines The big game will showcase more than 20 first-time advertisers with 30-second spots costing $5.5 million. It might not have seemed likely early in the pandemic, but Sunday’s 55th Super Bowl is upon us yet again. Each year, advertisers pull out all the stops to entertain the crowd of 100 million viewers expected to tune in to the CBS broadcast on Sunday. This year’s price tag for a 30-second commercial is $5.5 million. With big names such as Coke, Hyundai and Kia sitting it out this year, newcomers are rushing in. This year’s Super Bowl will showcase more than 20 first-time advertisers many flush with cash thanks to changing consumer habits during the pandemic.

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