With that the case, and at a rate of $2.7 million per 30 seconds, such copanies as Pepsi have gone to the extreme, getting such artists like Jeter, Justin Timberlake, Madonna, Shakira, Missy Elliott, Busta Rhymes and LL Cool J to be in their ads. The artists are making appearances via their images and/or music. "PepsiCo is the second-biggest advertiser in the Super Bowl this year," after Anheuser-Busch, USA Today advertising reporter Theresa Howard said. "Pepsi-Cola alone, they've got two minutes of ad time. When you've got a big product, you want to be on the biggest stage."