With the biggest date on the American sports calendar just days away, football fans across the country are gearing up to watch the New York Giants and New England Patriots battle for the chance to be crowned Super Bowl XLVI champions.
And, when it comes to the Super Bowl, there seems to be no price too high to score a coveted ticket to the game - this year, held at Lucas Oil Stadium in Indianapolis - or a prime 30-seconds of commercial real estate during game action.
Take, for instance, ticket prices. Face value seats for the big game are running between $600 and $1,200 a piece, the same level as they were last year for the Green Bay Packers' 31-25 victory over the Pittsburgh Steelers at Cowboys Stadium in Arlington, Texas.
But good luck actually getting a seat at that price. The secondary market is blowing up with Super Bowl tickets. As of 2 p.m. on Wednesday, there were just under 2,400 tickets available to Super Bowl XLVI on StubHub. The cheapest seat? $2,275...and that's for a 12th row seat in the 600 level of the 63,000-seat stadium.
Compare that to how much a ticket cost the last time the Washington Redskins played for the NFL title. When the Redskins beat the Buffalo Bills at Super Bowl XXVI in Minneapolis on Jan. 26, 1992, a face-value seat at the Metrodome was $150.
Meanwhile, think about how much you spent on lunch today. That total is probably more than a fan spent to go to see Bart Starr and the Packers win Super Bowl I at the Los Angeles Memorial Coliseum. The cheapest seat at that game only set you back $6. That means that this year's cheapest ticket is 100 times more expensive than it was in 1967.
Meanwhile, companies who are looking to hawk their wares during the television broadcast of Sunday's game will be shelling out an incredible $3.5 million per 30-second slot. That's a 13 percent jump from last year's price.
Advertisers are literally paying $116,666.66 per second of advertising during a standard 30-second ad this year. Compare that to what a company paid for a commercial during that same Super Bowl I - $42,000 - and the number is even more staggering.
The one thing that hasn't changed over the years? The TV ratings the Super Bowl gets. Only seven times has the NFL's championship game garnered an overnight rating of under 40. The last one that did, Super Bowl XXIV between San Francisco and Denver, got a 39 rating.
Last year's game between Pittsburgh and Green Bay earned a 46 rating.
The players who win and lose won't fare too badly, either, when it comes to the extra cash they'll make just by appearing. Each player on the winning team Sunday will earn an $88,000 winner's share, while players on the losing team will get $44,000 each.
In 1992, each Redskins player got $36,000 for their victory over the Bills. In 1967, the Packers received $15,000 each for their win.