The Super Bowl of advertising – what can you expect to see this weekend?

More than 100 million people are expected to tune in for the Super Bowl on Sunday – many of them tuning in more for the commercials and the spectacle itself than the actual game.

According to an Ad Age analysis, about $4.5 billion dollars have been spent on advertising in the first 50 years of the Super Bowl. The average cost this year for a 30 second spot? Five million dollars.

We asked a couple of our IU Kelley School of Business Indianapolis marketing professors what we can expect to see this year when it comes to the ads and sponsorships.

"I think what you will see this year at the Super Bowl are more ads trying to show unity and trying to be gentle. I also think you’ll see a lot of humor. I think companies will say-- let’s make people laugh," said Kim Donahue, senior lecturer in marketing.

“I don’t think you’ll see many specific political statements addressed beyond that, because these companies likely don’t want to offend people. Also - what you have to remember is these commercials have been in the works since likely last spring, and they didn’t even know who would be president at the time. They also didn’t know what the main issues would be, so I don’t think you’ll see much as far as specific issues. It also sounds like FOX would turn it down if it did," Donahue added.

"I think it’ll be interesting to see who some of the sponsors are at the Super Bowl -- not just in the commercials, but which companies' names are around the stadium," said Donahue.

"The NFL has put some restrictions down – for example, USA Today and other news outlets have reported the NFL ruled GNC ineligible to show its advertisement because GNC sells some of the substances banned by the league. It’s also been reported that the company 84 Lumber made a commercial apparently depicting a wall between the US and Mexico, FOX wanted to avoid controversy, and the company is working with FOX to make a more acceptable version for TV and the company says they’ll post the original online. So it’ll be interesting to see who the sponsors are, and to try to read between the lines to determine the relationship between the NFL and its sponsors," she explained.

“I think it’s safe to say we will see some humor. A lot of brands are trying to compete to be the funniest at the Super Bowl – and a lot of times humorous ads are viral, so you get that additional pass-along from that afterwards," said Mark Mayer, clinical assistant professor of marketing.