South Africa, Feb. 12 -- But the game is only one part of what makes the Super Bowl. The halftime show is a highlight and then there are the advertisements, making the event big business for television and media as well.

It is reported that some of this year's plus-minus 80 advert slots (30 seconds) sold for more than $8m each - from $2.95m in 2010.

Celebrities, humour and nostalgia

Entertainment was the major theme of this year's adverts and campaigns.

Given the US's current tense political situation, and that most of the adverts were developed together during the recent presidential election race, it is no surprise brands sidestepped any social commentary.

Celebrities, humour and nostalgia were the order of the day.

Minimal risk t...