By: Staff Writer

February 2, 2006, First Coast News (Jacksonville, Fla.)

DETROIT, MI -- When the Super Bowl airs this Sunday there will be more than just two teams trying to win. Advertisers are shelling out big bucks in hopes of connecting with some of the estimated ninety million viewers who will be tuning in for the big game. This year they've got new a new gimmick to try to keep you watching their spots long after the game is over.

For the big players in the field of advertising, it's almost game day.

For roughly five million dollars a minute, they'll be trying to tug at our heartstrings, bring smiles to our faces, and open our homes, and wallets you their products.

Tim Calkins, a marketing professor from Northwestern University, says it's the Super Bowl of advertising. "Somebody advertising on the Super Bowl can reach 90 million people, which is something you really can't do in any other venue. The thing that makes the Super Bowl unique is that a lot of people tune in to the Super Bowl in order to watch the commercials," he says.

Pepsi is going hip-hop with Diddy in 2006, MasterCard has McGuyver and Ford's new hybrids are going green with Kermit. Pizza Hut is taking the steamy approach with Jessica Simpson.

The cost breaks down to $5 Million per minute, which is $2.5 Million per 30 seconds, which is $83,000 per second. Experts say it's a risky way to spend an advertising dollar.

Advertisers are trying something different this year. They're hoping their works will have an afterlife on even smaller screens, I-pods and other portable devices. The NFL says it will make all the ads available for downloads on its web site for a week after the game, so you can relive all of your super bowl memories.