NEW YORK: At around $160,000 per second, the cost of an advertising spot in next Sunday's Super Bowl 50 is 120 times higher than the first and total spending is set to hit a record $377m.

The average price for a 30-second commercial this year is $4.8m, some 7% more than last year; total spending in 2016 will be more than the combined spending on all Super Bowl ads in the 1960s, '70s and '80s, according to the Advertising Age Datacenter.

As to what viewers can expect, Ken Wheaton, editor of Advertising Age, highlighted humour and star power.

"The last couple of years, it felt that marketers were getting a little heavy – whether they were being sentimental or preachy," he said. "We expect things will swing back to the lighter side this year with more comedy and celebrities."

One thing that won't change will be the appearance of several brands in Super Bowl for the first time. And while smaller brands have often sought to use the game's huge audience as a means of achieving reach, this year will also see a number of larger, well-known – and well-funded – names making their debut.

These include Amazon, the online retailing giant, which is serving up a celebrity double in an ad featuring actor Alex Baldwin and NFL Hall of Fame quarterback Dan Marino, while Colgate toothpaste is promoting an ongoing campaign to conserve water by not leaving the tap running when brushing one's teeth.

Wheaton thought that "sadly … we might not get as many puppies or horses as in years past", although he will no doubt be pleased that Honda's newly unveiled offering has sheep lip-syncing to a Queen song.

"We also just might see more marketers keep their ads under wraps until the game," Wheaton added, as many people tune in to the game for the ads rather than the sporting action.

Data sourced from Advertising Age, Time; additional content by Warc staff