Each year on the second Sunday in February, family and friends all over America gather in front of the television to watch the most expensive ads money can buy.

Sure, there is a football game on too, but that isn’t the only draw.

More than 127 million people tuned in to watch Super Bowl LIX on Sunday, the biggest TV audience in history, according to data from Nielsen. What’s more, the viewership spiked up to 133.5 million for the Apple Music Halftime Show featuring Kendrick Lamar.

The Super Bowl was a night of entertainment, between million-dollar ads, Lamar performing his five-time Grammy award-winning diss track and the celebrity spottings throughout the arena.

Allison Frazer, vice president of Duquesne University’s ad club, ranked some of the most and least memorable ads with the rest of the club on Monday. Her favorite was the breast cancer awareness ad from Novatris, but she had to admit that some of the “body horror” as she called it in the ads was memorable too, if not unenjoyable.

The Mountain Dew commercial, depicting singer Seal as a literal seal, as well as the Coffee-Mate Cold Foam dancing tongue ad, though slightly off-putting, were successfully lingering in viewer’s minds, she said.

“I was making a case that they’re all so memorable, but especially for the cold foam Coffee-Mate commercial. I didn’t even know that that was for the brand Coffee-Mate. I actually had to walk away from the TV for that one,” Frazer said.

Frazer always watches for the ads, but as a big Lamar fan, she was also thrilled to see him perform the half-time show.

“I really love all of Kendrick’s imagery and his symbolism, especially using Samuel Jackson as Uncle Sam to sort of represent the ideal America, calling Kendrick’s music ‘too loud.’”

“I think he really made a point, especially with Donald Trump in the audience to comment on what is happening with Black people in this country, minorities in this country, people of color and he said ‘the revolution will be televised,’ which is a play on ‘the revolution will not be televised,’” Frazer said. “The people that don’t get it are the ones it’s intended for.”

Along with her enjoyment of Lamar’s show, she also liked seeing celebrity cameos occupying the box seats in the arena.

“Sometimes I just like to see what celebrities are there in the audience, especially because the average cost of a ticket yesterday was like $8,000 or something,” Frazer said. “I’m always interested to see who was shelling out that much money to see these people play.”

As an advertising major, Frazer has heard about what businesses do to stir up publicity in more ways than just paying for an ad. This year, Chipotle was running a promotion where every time something “extra” happened, they would post a code on their social media for a free entree.

“That’s smarter to do that, because you’re giving away a bunch of free food, but still advertising for yourself because people are checking your socials instead of watching you on the TV,” Frazer said.

But beyond everything else, Frazer did believe the main draw for the majority of viewers was an excuse to get drunk on a Sunday.

With this year’s game being a rematch of the Kansas City Chiefs and the Philadelphia Eagles, 49% of Americans didn’t care who won, according to YouGov data, and similarly, only 49.5% of people were prioritizing football, according to Attest data.

A local Pittsburgh bar, Knuckleheads, saw the downswing trend with the popularity of the Super Bowl. Corrine Colberg, assistant manager and bartender said it was just a normal Sunday night at their watering hole.

“I don’t think people came here specifically to watch the game. I think people that come here, come here, usually every Sunday, they shoot pool. It’s a good atmosphere here. That’s why people come. I don’t think any had anything to do with the Super Bowl,” Colberg said.

All night she watched people have a good time while the game played in the background.

Similarly, All Star Sports Bar & Grill manager Troy Butya has seen many Super Bowls come and go during his 12 years working at the bar. This year, he said they didn’t get any spectacular turn out. In fact, they see more foot traffic for a Steelers game.

“It does draw a lot of people, but it seems like it’s actually more people that aren’t regular football fans. It seems like it’s just a lot of people that want to come out for the environment of just watching the Super Bowl, just because it is the Super Bowl,” Butya said.

He saw that the commercials seemed to be more popular with his “female clientele,” but by half-time, almost everyone had lost interest in the football game because of the Chiefs’ dramatic loss.

“It just seems like people aren’t 100% involved in the game as much as they would be, obviously, if it was a Steeler game,” Butya said. “But actually, with this year being such a blowout, a lot of people tuned out [of] the game. A lot of people were talking during the game, and then would focus in on the halftime show, the commercials, everything else around the game, since it was pretty much decided by halftime.”