More than 100 million people will tune in to Super Bowl 46 on Sunday, many of them just for the commercials. But as Tamara Lindstrom reports, this year, advertisers are trying new tricks to get viewers talking.

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UNITED STATES -- With the eyes of America trained on the screen, it's a day that can make an entire career.

"This is your one opportunity to be showcased, to call yourself a Super Bowl advertiser and to have 111 plus million viewers see your commercial all at once," said Scott Hamula, advertising professor at Ithaca College.

Making the Super Bowl Sunday audience an advertiser's dream.

"Slightly more than fifty percent say that they're watching the Super Bowl for the commercials," Hamula said.

And those spots don't come cheap.

"They're paying approximately $3.5 million for a commercial to be in the Super Bowl," Hamula said. "You're going to see top quality production. Things that are going to grab your attention. Things that you're going to want to talk about."

But this year advertisers aren't waiting for the game to get their multi-million dollar investments in front of viewers. Some of the commercials that are bound to get attention can already be viewed online.

"The goal is to drive a lot of traffic and buzz to the commercials before they even air," Hamula said.

This year's commercials feature some new takes on old favorites.

"Matthew’s Day Off, which is a Ferris Bueller take off," Hamula said.

And even a commercial about a commercial.

"The Bark Side, which is the much awaited release of the follow up to Volkswagon's The Force spot," Hamula said. "The little Darth Vader guy from last year."

But why show for free a commercial that cost millions to air?

"With ten million views for your commercial on YouTube before it even airs is just amazing," Hamula said. "And then when it does air, they're expecting at least 111 million viewers."

But for Super Bowl purists, holding out for game day is part of the sport.

Also new for this year, the animated Coca-Cola bears will be watching the game and reacting to plays in real time. You can see them online during the game and RSVP ahead of time at www.cokepolarbowl.com.