How much would it cost to buy every product and service advertised during the game?

Once a year, the National Football League canvasses every business, political campaign, and private equity bust-out operation in the country to ask them one important question: Do you love professional football so much that you are willing to pay $10 million a minute for access to the personal eyes and ears of your fellow football fans? The result is a comprehensive list of the products and services true football fans should purchase in 2020, both to demonstrate their love of the sport and to reward the corporations who helped fund the Big Game. It can be a daunting task, so to help you out, this year Slate is building a shopping list of every product advertised during Super Bowl LIV, complete with the estimated price and a running total to buy one of everything. Are you a big enough football fan to collect the whole set?

A few notes on the methodology: Only full-screen Super Bowl ads during the game count—get out of here with your pre-shows and network bugs—and local ads will be taken from the broadcast on KTTV in Los Angeles, California, the home of Slate’s Center for Extremely Useful and Important Consumer Research. We’ll be using $9.08, the average price of a movie ticket nationally, as the cost for any upcoming movies advertised during the game. For items for which a national average price was not readily available, we’ve used the price at Super Bowl advertiser and frequent labor law violator Walmart, and we recommend you show your support for your favorite football team by doing the same. We’ll be updating the throughout the game, so check back to see how much you’re on the hook for!

A Ticket to Fast 9 – $9.80