The Super Bowl LIV will kick off on the second of February with over 100 million Football enthusiasts watching the game. This is a fantastic opportunity for the biggest brands to target their audience. A culture has emerged where many, especially younger, viewers tune in just to see the 30 second ad slot.

Brands pour millions of dollars into creating the most hype and buzz surrounding their product with the ultimate-goal of making into the Top 10 of USA Today's Super Bowl Ad meter.

One person who knows more about advertising during the Super Bowl is Doug Gould, former creative director who created two award-winning Super Bowl spots for Budweiser during a 34-year campaign in advertising.

The value of the advertisement spot is reflected by the love of the sport and the quantity of consumers peeled to the screen. Doug says ‘We have this many eyeballs at once - we should not screw this up. We should do something big. We should do something that amazes people.'"

He said to Betway The eyeballs are primary. "Again - it's a guaranteed audience of X million - whatever that number is going to be this year. So that is the primary. The business of the business is the more eyeballs you get the more you should pay."

He continued "What else drives price? The same thing that makes us buy $150 jeans or pay $100 for a hamburger that's made of a particular cow that nobody's heard of before that comes from Japan versus one that costs $15 - and you can't tell a huge difference, other than someone says this is better.

"So the other thing is the human element, which is the desire, the need to be seen and paying for the most important real estate for the sake of saying you were there. So, those two things - the tangible and the intangible. 

"Fox has charged up to $5.6m per 30-second slot this year, an increase of almost seven per cent on the average price of $5.25m in 2019.

Securing a spot is only half the story, though. To make their investment worth it, companies hire the best creative minds in the country to produce a successful ad.

That is something Gould knows a lot about. Now working as Professor of the Practice in Advertising at Boston University, Gould helped create Budweiser's "Respect" spot in 2002 - named the third-greatest Super Bowl ad of all-time by AdAge - and their "Replay" campaign, which topped the USA Today Ad Meter in 2003.