Amee Shah, Group Creative Director for Droga5, discusses the business of Super Bowl commercials and why the ad space is so valuable. Droga5 is producing Sprint's big game ad this year.

Shah explains a good Super Bowl commercial usually has lots of humor and is authentic to the product or brand. This year Shah is looking for lots of humor and lots of celebrities.

Shah says the future of Super Bowl advertising is "real time" ads where companies react to whatever's happening in the game. Shah explains that as television viewership becomes more and more fractured, a live event like the Super Bowl is incredibly valuable. A 30-second ad is expected to cost over $5 million this year.