Even though Super Bowl 46 happens in Indianapolis at Lucas Oil Stadium, most of us will watch it on TV.

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As is often the case, the following Monday, the talk will be about three things: the game, the halftime show and the commercials. So how much does one of those spots cost this year?

Brian Steinberg, writer for "Advertising Age," says a package is around $3.5 to $ 4 million. He notes the cost drops in the fourth quarter with the risk of a blowout game and waning interest in it.  This year's game features some new companies, including H&M. 

Additionally, some advertisers are teasing their videos on YouTube. Richard Feinberg, a Consumer Psychologist in Purdue University's Department of Consumer Cciences and Retailing, says ad executives are willing to shell out millions to create a buzz, even though more targeted marketing is more effective.