Despite the controversy over singer Janet Jackson's breast-baring halftime show at the last Super Bowl, advertisers are quickly buying time this year for the single most-watched event on U.S. television.

The FOX television network is airing the National Football League championship on February 6 from Jacksonville, Florida.

A 30-second commercial during the Super Bowl costs at least $2.4 million. Automaker Lincoln Mercury will debut its first Super Bowl commercial in more than a decade as it rolls out 11 new products.

Other advertising newcomers include Internet companies and

Perennial advertisers returning are Anheuser-Busch, beverage maker Pepsi and automaker General Motors. FOX is not worrying about a repeat of the Jackson controversy. Singer Paul McCartney stars at the next Superbowl.