One of the major highlights of the Super Bowl is the commercials, some of which are conceived in North Texas.
The country's largest independently owned ad agency, The Richards Group, is based in Dallas. It's created 11 Super Bowl ads, including two Bridgestone Tires ads that will air during Sunday's big game.
"I don't think a lot of people know we are doing these national ads and we are on the Super Bowl," Bill Cochran said.
"The average viewer has no idea Dallas is becoming a major player," Cochran said.
The Richards Group would not disclose how much it costs to create, produce and air Super Bowl spots.
But it's widely believed the cost will exceed $3 million this year. Production costs can range from $250,000 to $1 million.