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UNITED STATES -- Celebrities, babies, and cute animals once again made appearances in commercial breaks during the biggest sporting event of the year.

Marketers spent millions and pulled out all the stops to wow viewers during Super Bowl XLVII. Ads for the games were once closely guarded secrets, and not seen until they actually aired during the game.

With the growth of social media sites, including Facebook and Twitter, advertisers are now releasing the ads online up to a week or more before the big game.

Davis Agency’s Brantley Davis said, "There's the tail wagging the dog here. I mean, ah, yeah that's what's happening. Before the Super Bowl even gets here, there's hype about the ads. So for guys like me, who make a living this way, we couldn't have it any better. I mean that's great."

Thirty seconds of air time cost about $4 million during the game.