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Expect More Humor, Celebrities In This Year's Super Bowl Ads

MINNEAPOLIS (WCCO) -- Several big-name Super Bowl 50 ads are already available to view online with the game less than one week away.

This year, a 30-second national spot is estimated to cost $5 million. That's up from $4.4 million last year.

There are also some spots available for local and regional ads to play during the game.

Media sales organizations estimate 10 local ads sold while more than 50 nationally-aired commercials of different lengths will air.

Mike Caguin, the chief creative officer of the Minneapolis-based Colle McVoy agency, says 1984's Apple ad for the Macintosh started the trend of important commercials airing during the Super Bowl.

"That's when people saw the Super Bowl as not just a game...but an entire event," Caguin said.

This year, Caguin says trends show more humorous commercials and use of celebrities.

While national ads dominate pre-game conversations, Caguin has seen more regional ads like one for Cenex, slated to air Sunday, popping up over the last five years.

While a commercial that airs nationally is expected to cost $5 million, Caguin says regional ads sold for less than $100,000.

Caguin says there is a high level of prestige associated with a commercial that airs during the big game.

"To an average consumer, they don't know if it is local or national, they're just seeing this brand they may know that feels bigger and more prominent," Caguin said.

He is seeing more teasers online this year meant to build suspense for weeks, or commercials that are kept secret all together until the game.

It used to be talk around the water cooler the next day at work that primarily gauged the public's reaction, but now, Caguin says, companies are getting real-time reaction on social media, which helps them see if the ad was a success.

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