And they spend millions more producing ads that are creative and innovative enough to generate a buzz .
Advertisers pay millions to get their ads broadcast during the game ( this year 's rate was $2.8 million for 30 seconds of air time ) .
Advertisers spend millions more producing ads that are creative and innovative enough to generate a buzz .
Advertisers pay millions to get their ads broadcast during the game ( this year 's rate was $2.8 million for 30 seconds of air time ) .