Four million dollars for 30 seconds' worth of time.
That's the estimated cost of an ad during Sunday's Super Bowl. And the crazy thing is, that price tag might not be exorbitant.
In a world of mute buttons, fast forwards, DVRs and streaming videos that let viewers skip over TV commercials altogether, the Super Bowl is the one place you know your ad will be seen.
Here's some of the buzz surrounding this year's ads:
Celebrities will abound
A bewigged Arnold Schwarzenegger has been showing up in teasers for Bud Light, doing stretches, preparing for the big day. John Stamos, Dave Coulter and Bob Saget from “Full House” will tout Oikos Greek yogurt.
Scarlett Johansson will speak out for SodaStream, a company that garnered huge free publicity by dissing Pepsi and Coke in a version of the ad that was then banned by Fox. Stephen Colbert will do two 15-second ads in the second quarter for Wonderful Pistachios. Talk about truthiness.
Ben Kingsley, Mark Strong and Tom Hiddleston star in Jaguar's ad about how villains always seem to be British and always seem to be driving Jags, directed by Oscar winner Tom (“The King's Speech”) Hopper.
Wheels will roll
Terry Crews will team up with the Muppets in a Toyota ad that's already been released. German engineers will sprout wings as Volkswagens pass 100,000 miles in the second quarter. And Laurence Fishburne will reprise his “Matrix” role of Morpheus for Kia in the third.
Hyundai will make its seventh consecutive Super Bowl appearance with two ads, one featuring Johnny Galecki of “The Big Bang Theory.” Chevrolet will have two first-quarter ads, one promoting the Silverado pickup truck, which is built at GM's Fort Wayne assembly plant.
Chrysler is promising an ad, of course, and Ford will have a 90-second spot just before kickoff featuring James Franco and Rob Riggle pushing the Fusion Hybrid.
Expect cute and strange
Audi will cross-breed a Doberman with a Chihuahua to yield a Doberhuahua. Chobani will have a bear in a supermarket. Danica Patrick will grow muscles for GoDaddy. And the spotlight will shine on the M&M Peanut named Yellow.