Super Bowl XLVII will take place this weekend. As the San Francisco 49ers and Baltimore Ravens prepare to do battle on Sunday, brands like Calvin Klein, Gildan and Taco Bell have already kicked off teasers of their commercials as a build up to the big day.

Certainly, over the past decade, commercials have taken on a life of their own, rivaling the game itself for viewership. But we will be remiss if we didn’t go back to 1984, and recall that historic moment when visionary Steve Jobs overrode the advice of his board to not air a dramatic and iconic 60-second commercial that played off George Orwell’s novel, “1984,” to introduce Apple Computer’s new Macintosh home computer to the world.

As one sports pundit noted, “A computer commercial was a sports moment? Jobs changed the way we take it in, made it more of an event by introducing an era of big Super Bowl commercials. It helped to fully complete the moment.”

This year, more than 30 advertisers will air approximately 50 commercials to over 110 million viewers during this year’s big game. These companies are paying an average of $3.8 million for every 30 seconds of airtime – up from $42,000 in 1967.

In a recent online study conducted by Hanon McKendry among 2,166 adults in the US just a few weeks ago, more than half of the respondents indicated that they will be tuning in predominantly to view the commercials.

What can we hope to expect from the much-anticipated commercials, and over the next few days?

1) More Online Teasers

AdAdage notes, “When an advertiser shells out between $3.5 million and $4.5 million for a Super Bowl ad, using social media to get added exposure isn’t just an afterthought. It helps amortize the cost of the commercial by generating millions of dollars in free publicity.” You can expect that advertisers will work to get their clients their share of the national conversation before, during, and after Super Bowl Sunday.

2) Humor

Jimmy Fallon, known for his large fan base and engagement in social media, worked with Ford to write its first Super Bowl commercial in seven years, and the first-ever spot for its Lincoln at this year’s Super Bowl. Also, the battle between the beer companies Anheuser Busch, Coors Light, Miller Lite and Bud Light have always provided good humor and entertainment, and kept us in our seats. Remember the Budweiser ad last year that featured the Clydesdales? Word has it that a baby Clydesdale will be at the Super Bowl this year. Budweiser launched its official Twitter account this past week, and invited fans to name baby Clydesdale.

3) Increased Viewing Options

According to a survey conducted by InMobi last year, “45% of respondents estimated that they would spend 30 minutes or more on their mobile phone during the game, and 39% used their mobile device in response to a TV commercial during the game to discuss commercials, get more information about an advertised product, or watch TV ads again.” With the NFL providing live streaming video of the Super Bowl last year, advertisers at this year’s game can expect the added advantage of reaching an even larger audience through their TVs, computers, smartphones and tablets, and getting a greater return on their ad investment.

After months of creative strategizing, hard work and millions of dollars, from Monday morning, advertising executives will begin to analyze if their investments paid off.

But, for now, our pizza, wings, chips and dip are ready. Let the games begin!