While the ad inventory had sold out by November, the tragic fires in Los Angeles saw a number of advertisers such as insurance company State Farm pull out. That gave Fox at least 10 extra ads to sell, and they went for $US8 million ($AU12.8 million) each - a full $US1 million more than last year’s record.

It's no secret that the Super Bowl has become the premiere TV event for advertisements. With the opportunity to reach over 100 million people at once, companies will often put out their most unique or creative commercials for the NFL's big game.