TIME’s Brad Tuttle lists a few ways that advertisers plan on justifying the expense of running Super Bowl ads:

Longer Commercials – ads will go on for one minute – or longer

Online Teasers – many ads will be shown online in advance

Real People – more advertisers are featuring real people instead of  polished professionals

Funny People – humor always a hit

Appeal to Multi-Screen Viewers – viewers are probably staring at their smartphones/tablets during game