• For more than 40 years, companies have been shelling out a huge chunk of change to air their most creative ads during the Super Bowl. This year, a 30-second spot during the FOX broadcast of Super Bowl LIV cost a reported $5.6 million. So whatever runs must be memorable.

    The airing of the expensive ads has even morphed into a competition of sorts. Since 1989, USA Today has used an AdMeter, a now online poll where viewers state their opinion on commercials almost as they happen that determines the best of the Super Bowl broadcast. (Anyone can sign up to do this at ).

    For me, an ad’s greatness is not determined that night, but if we remember it years later. With that context in mind, here are the 20 best Super Bowl commercials of all time.

    — Compiled by Aaron Tallent, who is part of the Athlon Contributor Network. Tallent is a writer whose articles have appeared in The Sweet Science, FOX Sports’ Outkick the Coverage, Liberty Island and The Washington Post. Follow him on Twitter at .