Among other things, the Super Bowl, the championship game of the National Football League (NFL) in the Unite States, is known for the high-profile advertisements that are aired during its television broadcast. Because the Super Bowl is a very highly rated program, prices for advertising space can cost millions of dollars. In 2007, 30 seconds of advertising time cost US$2.6 million due to the extremely large audience, typically more than 90 million viewers. Conversely, the high price tag of the commercials all but promises that they will be spectacular and innovative in most cases. The commercials are often highly anticipated, generating much buzz even before the game is played.