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."
Over 93 million people watched last years Super Bowl, some of which did so purely to see the new commercials. "People who aren't even sports fans watch the Super Bowl, just to watch the commercials," Derek Jeter, shortstop for the New York Yankees, said in a press video hyping the ads.