ad to come on the most watched sporting event of the year, super bowl sunday. >> 30 second spots, $50 million. they spend many millions more on production, celebrity endorsers. >> reporter: most brands are holding off the surprises for super bowl sunday. star studded previews create almost as much buzz at the game itself. >> amazon's alexa lost its voice. >> reporter: the company's digital assistant device is getting a new voice. it shows executives scrambling to replace the lost voice with hilarious alternatives. >> recipe for the grilled cheese sandwich. >> 32 years of age and you don't know how to make a grilled cheese sandwich? >> reporter: amazon is paying millions for ad space and they are just one of the spenders.