(NEXSTAR) — We're still a few hours out from Super Bowl LIX, but the commercials set to air between the action are already catching attention.

More than 120 million viewers are expected to tune in to the game Sunday and companies are paying top-dollar to make sure their brand is seen by the millions of watching eyes.

Demand for ad space was robust this year, said Mark Evans, executive vice president of ad sales for Fox Sports, with ad space selling out in November and a waitlist for marketers ready to take the space of anyone who pulled out.

The high demand seems to have pushed prices to a record, with a few ad spots reportedly selling for a record $8 million and even $8 million-plus for 30 seconds. Fox declined to comment on the specific price tag for 30 seconds, which can vary depending on placement and other factors. But in an earnings call in November, CEO Lachlan Murdoch said ad space had sold out at “record pricing.” Last year, a 30-second spot went for around a reported $7 million.

Even the Secret Service is reportedly getting in on the advertising action. CNN reported the agency will be airing a recruitment ad during the Super Bowl.

Despite those hefty price tags, some companies released their ads well before the game kicked off. Here are some of the most talked about commercials from this year's Super Bowl.

Vehicles

Ram

While automakers are mainly sitting out of the Super Bowl commercial game this year, Ram turned to actor Glenn Powell for a Goldilocks — sorry, "rugged, woodsy dude" take on its trucks. You can watch the fairytale-ish commercial here.

Entertainment

Disney

Unlike Ram's fairytale-like ad, Disney is inviting viewers to imagine a world without its magical stories and characters in its Super Bowl LIX commercial, seen here. Featuring beloved animated features, storied franchises, award-winning shows, and its live sports offering via Disney family member ESPN, the commercial first questions you about the "what ifs" before reminding you these shows, films, and sports can be viewed on Disney's streaming services.

Beer

Budweiser

The beer brand is once again relying on its beloved Clydesdales for its Big Game ad spot. This year, an ambitious foal makes its "first delivery." You can see the ad before the Super Bowl by clicking here.

Michelob Ultra

Another brand under the Anheuser-Busch umbrella tapped Willem Dafoe and Catherine O'Hara for its commercial. The beloved actors play pickleball hustlers in this spot. While........

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