Each year, millions of people tune into the Super Bowl to see what's featured during commercial breaks.

Experts estimate that 36-percent of viewers who tune in on Sunday night will be watching for the commercials and not the game itself.

While some viewers don't necessarily remember the brand featured in the ad, or have no intention of buying the product, advertisers say it's worth the millions of dollars they will spend this year during the big game.

"They do it because if it is successful, the gain is tremendous," says Mike Ozanian of Forbes Magazine.