ATLANTA, Ga. (Atlanta News First) — Many people are watching Super Bowl LX on Sunday night not just for the game, but for the famous commercials.

This year, 12 brands are making their Super Bowl debut, which Pavone Group Creative Director Eileen Hogan discussed on Atlanta News First Sunday morning.

The standard 30-second ad costs brands $8 to $10 million, but Hogan says when you factor in production costs with talent and CGI, that cost can reach $15 to $20 million.

Pavone Group has a national poll during the Super Bowl.

SpotBowl gives fans a chance to upvote or downvote ads to pick which brand wins. You can vote here.

Pavone Group also has data scientists who created a model with predictive analytics, which scores ads based on things like impact and humor.

Hogan says Budweiser’s ad is doing very well so far.

We asked Hogan what she was most looking forward to tonight.

“Those little small moments that pop off and become viral the next day,” she said.

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