SALT LAKE CITY -- Feb. 7 is Super Bowl Sunday. It's the NFL's biggest day, and one of the biggest socializing days of the year as well. Super Bowl parties go on everywhere, and for some people watching the game isn't the best part: it's watching the commercials during the timeouts. At nearly $3 million a pop, companies wait for Super Bowl Sunday to roll out their newest and most creative commercials. With an estimated TV audience of 180 million people, why not?

Each year, the day after the Super Bowl, the employees at Salt Lake's Richter7 advertising agency get together for their so-called "Ad Bowl." They replay the commercials and vote on the best and worst. They've been doing this for 15 years now. "People are so much looking forward to seeing the commercials as they are the game. They're totally engaged in it. You've got a great opportunity to shine or bust," says Tal Harry, partner at Richter7. Many of the companies buying ads this year will take the humorous approach for their $3 million. Beverage ads, auto ads, employment ads, they'll all be there again; but the folks at Richter7 are expecting some other twists this Sunday.

"I think the thing I'm looking more forward to is seeing how companies are integrating their social media," says Teri Gibson, account supervisor at Richter7.

Many are expected to use social media by tying their message to their websites, YouTube, Facebook and Twitter.

"You can see the spot then go to a Facebook page, sign up and be a fan and win something," Harry explains.

"Coke is going to announce that for every Facebook fan, they will donate a dollar to the Boys and Girls Club," Gibson says. "I'm interested in seeing more of how that is going to play out." Other companies, like Doritos and Budweiser, are letting the public vote on their websites to decide which of their ads will actually air during the broadcast.

Then there's the buzz about the anti-abortion ad featuring Florida Gators quarterback Tim Tebow. Is the Super Bowl the right forum for this type of message? These ad experts say yes.

"This isn't the first year we've seen advocacy issue ads, but this is probably the most polarizing," Harry says.

"It's a great avenue for these organizations to get their messages out. On the flip side, it will bring a lot more controversy, as everyone differs in their opinions," Gibson says.

In the future, Richter7 says we can expect to see more issue-oriented types of spots on major programs, especially sporting events like the Super Bowl and the Olympics.

E-mail: kmccord@ksl.com