Super Bowl ad prices set record; ads expected to be tamer

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SALT LAKE CITY — Super Bowl 49 is already setting records. Thirty-second ads are selling for $4.5 million, which is $500,000 more than last year.

"One hundred million people all watching the same thing at the same time, and most of them are just as interested in the ads as they are in the game. That is one of a kind. There is nothing like it on American television," said Brian Stelter, senior media correspondent for CNN.

Budweiser's Clydesdales will return this year, but big names like Ford and Volkswagen didn't buy ads, which opened up spots for rookies.

There are 15 first-time sponsors this year, like Loctite super glue and Skittles.

However, a popular Super Bowl ad doesn't necessarily guarantee a boost in business. Last year's commercial from Radio Shack made fun of the company for being stuck in the '80s.

"The '80s called. They want their store back," the ad said.

Radio Shack still had a rough year after that and is nearing bankruptcy.

Advertisers, according to the Associated Press, are being cautious about the messages of their ads, toning down the content of the ads, choosing more wholesome than racy images.

"I think that's probably because of the tough year that the NFL has had with domestic scandals. I think you'll see a lot more hopeful, positive, female-focused advertising this Super Bowl," James Cooper, Adweek Editorial Director told the AP. "For the most part, I think you're going to see families and dads and moms — and puppies — celebrated. It's going to have a much more sort of positive and not leaning too hard into the 'sex sells' (mentality) of the Super Bowls of the past."

Doritos commercials are a favorite of fans every year. The company's annual "Crash the Super Bowl" contest has narrowed to 10 finalists. Of the 10, at least one fan-made commercial is guaranteed to air during the Super Bowl. (Watch the videos to see them.)

Viewers can pick their favorite online at

The winner also will receive $1 million and a year-long "dream job" working for Universal Studios.

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