The MVP, in this case "most valuable pitchman," will come from more than a dozen new commercials used to unveil new products, say two television experts at Ball State University.

"Some pundits say the commercials are the best part of the game," said James Needham, telecommunications professor. "They are certainly the most highly-produced elements. Production costs may exceed the $2 million price tag charged for a 30-second spot."

The game pits the St. Louis Rams against the New England Patriots beginning at 6 p.m. Feb. 2 from the Louisiana Superdome. The Fox television network will broadcast it.
Companies are willing to pay outlandish prices to reach millions of Americans tuning in for several hours, said Dom Caristi, telecommunications professor.