INTERNATIONAL:  That means 100 million Americans sitting on their edge of the seats to watch commercial’s worth $7 million per 30 seconds, a new record. Among them are cryptocurrency firms.

 In 2000, roughly a dozen dot-com firms took out Super Bowl ads. About half went bankrupt within two years. Those spots averaged $2.1 million. Half the price some firms are paying this year.

The Rams will look to win Sunday's Super Bowl and with it the hearts of Los Angeles sports fans, who are still warming to the franchise after it returned to LA six years ago.

Now they will look to deliver a championship to the city in the hopes of standing shoulder to shoulder with beloved LA franchises like the Lakers and Dodgers.

"I think there are a lot of reasons for this city to be excited about this team," Rams head coach Sean McVay said this week.

"We've got great players, and it's a fun brand of football that you're seeing them play. LA is a city of champions. They like winners, and that's something that our players embrace and love."