This weekend, advertisers will pay an average of four and a half million dollars for thirty seconds of advertising real estate during the Super Bowl Sunday broadcast on the only TV event of the year where the commercials are more important to some than the game itself.

 When a viewer thinks “Super Bowl Commercial,” a few steady themes come to mind – big name brands, high production value, risk-taking strategies, creating an image that will be talked about around the water cooler the next day. Major Internet company GoDaddy has already been pressured to pull a commercial from the air that pushed the limit too far, and others like T-Mobile’s ad starring Kim Kardashian (who recently weighed in on DeflateGate for some reason) have made headlines well in advance of their airing.

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So how much are companies forking over for this massive exposure? As the broadcast’s reputation for commercials has increased over the years, so has the dollar value attached to the airtime – this year, a record-setting $4.5 million will secure a brand approximately 113 million pairs of eyes according to International Business Times, a move that could pay for itself if a company plays its cards right.

Take a look at the increase in the price tag of thirty seconds since the first Bowl in 1969 – sure, inflation’s a factor, but there’s no denying that NBC was able to set a new advertising revenue record this year based on the extra scrutiny and value placed by even the average viewer on this weekend’s event.