This weekend the big shots of American advertising will go head to head in the marketing battle to see who will be the King (or Queen) of commercials. Game day will be the biggest advertising event of the year.

According to Fox, the average cost for a 30 second spot during this year’s game is $2.7 million and with 93 million viewers of the Super Bowl last year, even more are expected to watch this year.

Companies such as General Motors, Anheuser-Busch and Pepsi are just a few that are going to be spending their millions to get their marketing message to this massive audience.

Lou D’ermillo, senior vice president of communications at Fox Sports said last week that Fox only had one available spot left for the game and that the Super Bowl was 90% sold out by the first week in November.

So what is it exactly that makes a Super Bowl spot such a great investment?

“It’s all about value,” said Michael Pavone, president of the brand consulting firm Pavone, the group responsible for spotbowl.com, a Web site that analyzes Super Bowl advertising.

Over the years Super Bowl commercials have become a cultural phenomena, and according to Pavone, more than half the audience is tuning in just to see the ads.

“The Super Bowl is a good spend because you get the chance to create a lot of buzz a head of the game.”