Thirty second Super Bowl ad to cost about $3.5 million

For that price, they had better be good.

A thirty second Super Bowl ad is expected to cost about $3.5 million this year.

Jamie Turner, a marketing expert, says that figure is a big number for even major companies to spend, so the key is to make an emotional connection with viewers.

"If you've got a commercial that actually makes people cry or makes people laugh, then the $3.5 million is worth it," Turner said.

The game is the single biggest advertising opportunity of the year and reaches more people across all demographic groups than any other event.