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In the spirit: More alcohol ads to run during Super Bowl

Most 30-second ad blocks sold for between $6 million and $7 million. Companies spend millions more to create the ads themselves and book celebrity sponsors.

A scene from Michelob Ultra 2023 Super Bowl NFL football spot featuring Serena Williams (right) and Brian Cox.
A scene from Michelob Ultra 2023 Super Bowl NFL football spot featuring Serena Williams (right) and Brian Cox.Read moreUncredited / AP