The San Francisco 49ers scored the first touchdown of the game via a savvy play call from head coach Kyle Shanahan.

In a slow-developing trick play that likely felt like an eternity for 49ers fans, wide receiver Jauan Jennings caught a lateral pass from Brock Purdy, then threw it across the field to running back Christan McCaffrey. McCaffrey dashed his way into the end zone to put San Francisco up 10-0 with four minutes left in the first half.

— Jake Piazza

Big changes are coming to Reese’s — or are they? The narrator of the candy brand’s spot has a handful of dedicated Reese’s super-fans and viewers at home on their edge of their seats. But don’t worry, the commercial is just to share that Hershey is making a “few million” of its Reese’s Caramel Big Cups.

— Amelia Lucas

Actor Dan Levy starred in a Homes.com commercial in which Levy plays a character taking over the company from his great-uncle.

The board room is skeptical, however Levy assuages their concerns by playing them a video in which he does “the homework” necessary to take over the company and help customers find homes. Lil Wayne is one of the experts who researches the local schools, and the commercial is capped off with Jeff Goldblum stamping his approval.

— Jake Piazza

“Suits” stars Patrick J. Adams and Gabriel Macht, Jennifer Hudson, Common, Laura Dern and even Bradley Cooper and his mom audition to be T-Mobile’s next “Magenta Status” spokesperson.

— Sarah Whitten

Kate McKinnon, fresh off her turn as Weird Barbie in Warner Bros.’ hit “Barbie,” stars in Hellmann’s new Super Bowl spot alongside a feline known as Mayo Cat.

The 60-second commercial centers on how Hellmann’s can help with food waste, as Mayo Cat, a cat actor called Chipmunk, rises to fame for having a meow that sounds like “mayo.”

“This year’s Big Game spot … will certainly deliver on the laughs and the message of how to put a ‘paws’ on food waste,” said Chris Symmes, senior marketing director of dressings North America at Unilever. “We’re excited to be back in the Big Game and to continue using this cultural moment, and second most wasteful food day of the year in the U.S., to help inspire viewers to think creatively about what’s in their fridge.”

— Sarah Whitten

Trash-talking babies take center stage in E-Trade’s Super Bowl commercial.

The spot compares the fast-growing sport of pickleball to the daunting world of securities trading as two babies play doubles against two large, competitive adults.

— Sarah Whitten

Who needs to flip a coin when you can twist an Oreo?

That’s the premise of Oreo’s Super Bowl commercial.

The 30-second spot features Roman guards using the cookie, and a twisting maneuver, to decide if they should let the Trojan Horse through the gates, and two men who encounter an alien craft twist to determine if they tell anyone about their encounter.

Then comes Kris Jenner, the matriarch of the Kardashian clan, sitting at her desk talking to a television producer.

“So, every little detail about our family will be on TV? Who would watch that?” Kris asks, reaching for an Oreo. She twists.

Laughing, she replies, “Hope you can keep up.”

— Sarah Whitten

The Super Bowl can be tense for competing teams’ loyal fans, so Coors Light brought in LL Cool J to chill things out.

The rapper and actor delivers beers to fans in hopes it can mitigate that competitive conflict.

He conducts the icy Coors Light train, traveling at a high-speed, where he runs into Grammy Award-winning artist and country musician, Lainey Wilson.

— Micah Washington

Jake Moody puts the San Francisco 49ers up by three points with a successful 55-yard field goal to start the second quarter.

This is the longest field goal in Super Bowl history.

— Sarah Whitten

Former President Donald Trump took some shots hours before the game at pop superstar Taylor Swift and her Kansas City Chiefs player boyfriend Travis Kelce, who have become the focus of a bizarre election-year conservative conspiracy theory.

In a social media post, Trump blasted the idea of Swift again backing his likely November election opponent, President Joe Biden, and claimed to “like” Kelce while admitting the feeling is almost certainly not mutual.

Right-wing social media influencers have claimed, baselessly, that the romantic relationship of the couple is phony, and was cooked up somehow to benefit Biden, whom Swift endorsed in 2020 when he defeated Trump.

“I signed and was responsible for the Music Modernization Act for Taylor Swift and all other Musical Artists,” Trump wrote in his Truth Social post. “Joe Biden didn’t do anything for Taylor, and never will. There’s no way she could endorse Crooked Joe Biden, the worst and most corrupt President in the History of our Country, and be disloyal to the man who made her so much money.”

“Besides that, I like her boyfriend, Travis, even though he may be a Liberal, and probably can’t stand me!” Trump added.

Dina LaPolt, an attorney who played a key role in winning passage of the Music Modernization Act, which Trump signed into law in 2018, told Variety, “Trump did nothing on our legislation except sign it, and doesn’t even know what the Music Modernization Act does. Someone should ask him what the bill actually accomplished.”

The MMA updated copyright law to better compensate performers for music played on digital streaming services, and also provided for compensation for performers who had been shortchanged on payments for recordings made prior to 1972.

— Dan Mangan

“Book whoever you want to be” is tagline for Booking.com’s Super Bowl commercial, featuring Tina Fey.

Fey explains that there are so many choices on the travel website that she’s hired body doubles to help her experience all the options.

The spot includes cameos from “30 Rock” alums Jack McBrayer and Jane Krakowski as well as award-winning actress Glen Close.

— Sarah Whitten

How do Nerds Gummy Clusters get all those tangy, crunchy Nerds on the outside? The candy brand’s 30-second Super Bowl commercial answers that question.

And the answer is “Flashdance.”

As a rendition of Irene Cara’s “What a Feelin'” blasts in the background, a giant gummy blob appears on a stage walking toward an empty chair. It pulls a chain dangling overheard, and a shower of rainbow colored Nerds descend, attaching to its form.

The commercial ends with Addison Rae, who rose to fame on TikTok, munching on a bag of Nerds Gummy Clusters.

— Sarah Whitten

The Kansas City Chiefs and the San Francisco 49ers are tied at zero to close out the first quarter of Super Bowl 58.

This is the first scoreless first quarter Super Bowl game since the New England Patriots and the then St. Louis Rams five years ago.

— Sarah Whitten

Arnold Schwarzenegger appears in State Farm’s Super Bowl ad as “agent State Farm,” an action hero who rescues puppies and pregnant women from burning buildings.

It’s a commercial within a commercial as Schwarzenegger’s acting is constantly interrupted by the director who wants the actor to pronounce “neighbor” with a “bur” not a “bah.”

The gag continues throughout the spot as Schwarzenegger pronounces other words that rhyme with neighbor in his iconic Austrian accent.

— Sarah Whitten

Coming May 10 from Disney and 20th Century Studios, “War of the Planet of the Apes” picks up several generations after Caesar’s reign.

Apes are the dominant species on the planet and humans have been reduced to living in the shadows. Directed by Wes Ball, the film centers on a tyrannical ape leader and a young ape who questions everything.

— Sarah Whitten

Famed actor Christopher Walken gets a taste of his own medicine, or at least his own voice, in BMW’s Super Bowl ad for its new all-electric i5 sedan.

The 60-second ad is called “Talkin’ Like Walken.” It starts with the celebrated actor seriously discussing the first BMW 5 Series EV with a valet attendant before lighter-hearted music begins and everyone Walken encounters starts imitating his well-known, dramatic voice and speech cadence.

Although the overall growth of EVs is slower than many expected, sales in the luxury segment remain strong, led by Tesla. BMW’s i5 sedan will compete with the Tesla Model S, with a starting price of about $68,000 to $87,000.

BMW’s lead U.S. creative agency, San Francisco-based Goodby Silverstein & Partners, created the ad, which also features a cameo by singer and Super Bowl halftime performer Usher.

— Michael Wayland

Soda brand Starry makes its Super Bowl debut in a spot featuring rapper Ice Spice. Starry’s lemon and lime mascots come face to face with Ice Spice’s old favorite soda in the commercial.

PepsiCo introduced Starry more than a year ago. The lemon-lime soda replaced Sierra Mist, which struggled to take market share from Coca-Cola’s Sprite and Keurig Dr Pepper’s 7 Up.

— Amelia Lucas

Apartments.com aired its new “Extraterrentrials” ad featuring spokesperson Jeff Goldblum and two extraterrestrial beings who are looking for a place to say.

The military personnel in the commercial start off by saying they can’t understand what the beings want, until Goldblum comes in and says they are clearly looking for a place to rent.

— Jake Piazza

Actor Michael Cera popped by on Sunday to promote skincare brand CeraVe, for the obvious crossover opportunity.

Images of Cera holding the company’s popular facial washes and moisturizers spurred jokes online in recent days that Cera invented the products. (He didn’t.)

— Sara Salinas

Temu just aired a Super Bowl ad for the second year in a row. And this one was marred by controversy even before it ran.

The controversial Chinese e-commerce giant, owned by PDD Holdings, skyrocketed to prominence last year after it ran an ad during the big game just a few months after it was founded. For the second year in a row it’s ad promises the opportunity to “shop like a billionaire.”

The company is looking to rival Amazon and win over U.S. shoppers by being the next best “everything store” with lower prices than competitors, but lawmakers say it uses slave labor in its supply chain and spies on its customers. 

The allegations have prompted a congressional investigation into Temu, along with Shein and other apparel retailers with a manufacturing presence in China, from the House Select Committee on the Chinese Communist Party.

“Some people watch the Super Bowl for the commercials as much as the game. It’s sickening to think a company built on slave labor with close ties to the Chinese Communist Party is going to make a direct appeal to millions of Americans all at once,” committee member Blaine Luetkemeyer, R-Mo., told CNBC of Temu’s ad. “A flashy advertisement for the site’s cheap products is lipstick on the ugliest pig around.”

In response, a Temu spokesperson told CNBC its standards and practices surrounding the use of forced labor are “no different” from major e-commerce players like “Amazon, eBay and Etsy” and the allegations “are completely ungrounded.” 

“Before setting up their stores and listing products on Temu, every seller has to sign an agreement. This document stands as a pledge to maintain lawful and compliant business operations, and adhere strictly to the legal standards and regulations of their specific markets,” the spokesperson said. 

— Gabrielle Fonrouge

Michelob Ultra’s commercial features “Ted Lasso” star Jason Sudeikis and superstar Lionel Messi, putting on a clinic for a bunch of beach-goers.

Michelob Ultra is owned by the world’s largest brewing company, Auheuser-Busch InBev. In January, AB InBev Chief Executive Officer Michel Doukeris said the beer market was still resilient amid looming supply chain issues.

— Micah Washington

Pringles’ commercial stars actor Chris Pratt as himself — but with a handlebar mustache that looks just like the one sported by the Kellanova brand’s mascot, Mr. P, on the side of the chips can. The resemblance helps Pratt land a new gig as Mr. P.

— Amelia Lucas

Universal offered Super Bowl viewers a glimpse of the first of two films based on the Tony Award-winning musical “Wicked” on Sunday.

Starring Cynthia Erivo as Elphaba and Ariana Grande as Glinda, the spot featured just one snippet of Erivo belting out a line from “Defying Gravity,” but promised lots of visual whimsy for fans.

The first film, directed by Jon M. Chu (“Crazy Rich Asians”), will arrive on Nov. 26.

— Sarah Whitten

Disclosure: Comcast is the parent company of NBCUniversal and CNBC.

A newcomer to this year’s Super Bowl advertising slate is Kawasaki, which many may know for its motorcycles and Jet Skis. You won’t see those rides in the Japanese company’s ad, though. Instead, you’ll see the new Kawasaki Ridge two-seat, side x side off-road vehicle.

And you’ll see a whole lot of mullets.

The 45-second ad, called “Mullets,” depicts people and animals alike coming into contact with the vehicle and instantaneously growing mullets — the “business in the front, party in the back” hairstyle that was popular in the 1980s and is having a bit of a renaissance. The ad’s characters include a bear, turtle, bald eagle — and retired professional wrestler Stone Cold Steve Austin.

It was created by San Francisco-based Goodby Silverstein & Partners.

— Michael Wayland

Popeyes makes its Super Bowl debut with a commercial highlighting its recent launch of chicken wings.

Actor and comedian Ken Jeong stars as Howie, a man who was cryogenically frozen the year that Popeyes was founded. Scientists unfreeze him now that the Restaurant Brands International chain finally offers chicken wings as a permanent menu item, with five flavors.

Howie also gets an introduction to other modern technologies: Roombas, Labradoodles and self-driving cars.

— Amelia Lucas

Perry Como’s “Round and Round” plays in the background of Lindt’s 30-second Super Bowl commercial.

With the tagline “Life is a Ball,” the spot showcases different people indulging in the iconic creamy chocolate balls.

The commercial was directed by Michael Gracey, who helmed 2017’s “The Greatest Showman.”

— Sarah Whitten

PepsiCo‘s Mountain Dew is featuring actress Aubrey Plaza in its Super Bowl commercial.

The “White Lotus” actress is faced with mild to wild scenarios, but not even a blow to the head from pool noodles or a shaky elevator could stop her from “having a blast” — a reference to the citrus-flavored beverage.

Plaza is reunited with her “Park and Recreation” costar Nick Offerman as they fly dragons and share a laugh while indulging in some Mountain Dew.

— Micah Washington

“You’re little cinematic universe is about to change forever,” Wade Wilson promises in the first trailer for “Deadpool & Wolverine.”

The third installment in the Deadpool franchise, this new film is the first connected to the Disney-owned Marvel Cinematic Universe. The trailer features plenty of swearing and adult humor, making clear that the Ryan Reynolds-led film is embracing its “R” rating and not pulling any punches.

— Sarah Whitten

“The truth is you’ve won too much, Tommy,” Vince Vaughn tells seven-time Super Bowl winner and famed quarterback Tom Brady in BetMGM’s ad for Sunday’s big game.

The spot depicts various scenarios where individuals question their eligibility to use BetMGM, only to have Vaughn reassure them that their only disqualification is being Tom Brady.

Hockey Hall of Famer Wayne Gretzky also makes an appearance. He is permitted to bet using BetMGM, because he is not Tom Brady.

BetMGM on Friday announced a new partnership with social media platform X to integrate betting odds into X’s sports content.

— Sarah Whitten

M&M’s spot highlighting the candy’s function as a comfort food features some notable losers — or near-winners, as they might call themselves — offering consolation where it can.

Miami Dolphins legend Dan Marino narrates the spot introducing M&M’s “Almost Champions Ring of Comfort.” To make the ring, M&M’s are crushed into diamonds. Then Football Hall of Famers Terrell Owens and Bruce Smith and two-time Academy Award nominee Scarlett Johansson sigh onto the gems, which are shaped into a ring resembling the one given to Super Bowl winners.

— Amelia Lucas

Kansas City Chiefs kicker Harrison Butker kicked off to San Francisco 49ers returner Ray-Ray McCloud for a touchback to begin the action.

— Jake Piazza

As the visiting team, the San Francisco 49ers selected “tails” during the coin flip to start off Super Bowl 58.

The coin landed on heads. The Kansas City Chiefs offered to defer, meaning they will get the ball to start the second half and the 49ers will receive the opening kickoff.

— Sarah Whitten

FanDuel ambassador Rob Gronkowski missed his Kick of Destiny. Again.

The sportsbook promo promised $200 in bonus funds to every bettor who put $5 on Gronkowski if he had made the kick.

— Jake Piazza

TurboTax has released a Super Bowl commercial in each of the last 11 years, but this is the first for “Abbott Elementary” star Quinta Brunson.

The actress, under the direction of Taika Waititi, asks viewers: “What if the most epic move of Super Bowl Sunday was… taxes?”

— Sarah Whitten

CBS’s pregame show for Super Bowl 58 has started.

An emotional introduction video of players and family describing how meaningful the big game is kicked off the action, followed by play-by-play commentator Jim Nantz and color commentator Tony Romo breaking down some of the keys to the game for both teams.

— Jake Piazza

Chad Beynon of Macquarie Capital shares his predictions that Super Bowl 58 will have on the sports betting industry.

Rob Gronkowski missed his “Kick of Destiny” last Super Bowl. Now he’s back with a vengeance.

The FanDuel promotion promises $200 in bonus bets to all patrons who put $5 on the former NFL tight end to make a 25-yard field goal on Super Bowl Sunday.

— Sarah Whitten

Once known mainly for gambling and debauchery, Las Vegas has catapulted itself to the world of professional sports in recent years. Now it’s hosting Super Bowl 58.

Allegiant Stadium, where the Super Bowl will be played, has spurred change. The $2 billion venue was built for the NFL’s Las Vegas Raiders and opened in 2020. It holds a capacity of 65,000 people. This has allowed the city to host events of major magnitude, such as sold-out Beyoncé and Taylor Swift concerts in 2023, and now, the biggest U.S. sporting event of the year. 

“We’re not really concerned about our supply of fun being more than the United States or the world can handle,” said Las Vegas Convention and Visitors Authority CEO Steve Hill in August 2023. “We’re going to keep adding to that, and we’re confident that people around the globe are going to continue to come.”

Allegiant Stadium brought 1.52 million incremental visitors to the area, according to the 2023 impact report by the Las Vegas Raiders, with 88% of those visitors saying it was “the primary reason for their visit.”

Read the full story here.

— Natalie Rice

Acclaimed country singer Reba McEntire will help kick off Super Bowl 58 with a rendition of the national anthem.

R&B singer and actress Andra Day will perform “Lift Every Voice And Sing,” and Post Malone will sing “America the Beautiful.”

The big question is how long will it take McEntire to belt out the anthem? You see, there’s always a prop bet on the length of the national anthem.

Here’s how long previous singers have taken:

• 2023: Chris Stapleton – 2:01
• 2022: Mickey Guyton – 1:51
• 2021: Eric Church & Jazmine Sullivan – 2:17
• 2020: Demi Lovato – 1:49
• 2019: Gladys Knight – 2:01
• 2018: Pink – 1:52
• 2017: Luke Bryan – 2:04
• 2016: Lady Gaga – 2:23
• 2015: Idina Menzel – 2:04
• 2014: Renée Fleming – 2:03
• 2013: Alicia Keys – 2:36
• 2012: Kelly Clarkson – 1:34

— Sarah Whitten

Marcus Collins, University of Michigan marketing professor and ‘For The Culture’ author, joins CNBC’s “Squawk Box” to discuss this year’s Super Bowl commercials, whether they make financial sense for companies, and more.

The NFL isn’t just the most popular sports league in the U.S., it’s also the most valuable with the highest-rated programming and the priciest ad time.

In 2021 the league signed an estimated $110 billion worth of media deals covering 11 years, which reportedly was nearly double the value of its previous contracts.

“If you’re the most valuable content on those platforms, you’re going to be the bulk of their investment. And that’s what we are,” said Brian Rolapp, chief media and business officer for the NFL.

An average of nearly 18 million people tuned in to watch football games across TV and digital platforms during the 2023 regular season, the highest since 2015 and the second-highest ever, according to the NFL.

The pinnacle of the NFL’s popularity is the Super Bowl, the biggest television event of the year. Of the 30 most-watched broadcasts of all time in the U.S., 22 have been Super Bowl games, according to Nielsen

The NFL’s move to ESPN in the late 1980s catapulted the rise of cable TV. Now, its jump into streaming is having ripple effects across the media and tech landscape.

Read the full story here.

— Andrew Evers, Julia Boorstin and Jeniece Pettitt

In what may have been the most tracked travel itinerary in recent memory, Taylor Swift has arrived safely in Las Vegas ahead of Super Bowl 58.

The NFL tweeted on Sunday a picture of Swift on sight at Allegiant Stadium, hours after the pop star performed a show in Tokyo, Japan. She was accompanied Sunday by actress Blake Lively and rapper Ice Spice.

Swift arrived back in the U.S. yesterday in Los Angeles, off the heels of four back-to-back shows in the Tokyo Dome.

Public speculation on whether Swift would make it back to the U.S. in time to attend the Super Bowl in support of her boyfriend Travis Kelce (tight end for the Kansas City Chiefs), reached a fever-pitch in recent weeks. The public interest even prompted a press release from the U.S. Embassy in Japan, assuring fans that Swift would be able to pull off the international trek.

— Drew Richardson

Usher will light up the stage at halftime during Sunday’s Super Bowl.

“It’s an honor of a lifetime to finally check a Super Bowl performance off my bucket list,” he said in a statement ahead of the game. “I can’t wait to bring the world a show unlike anything else they’ve seen from me before.”

Usher follows Rihanna, who performed the 2023 halftime show and broke viewership records when she unveiled her second pregnancy during the performance.

He’s expected to bring in a number of musical cameos including Lil Jon and Ludacris to perform his hit song “Yeah.”

— Sarah Whitten

Our colleagues at NBC News are live from Allegiant Stadium with on-the-ground coverage of Super Bowl 58. Follow along for concession menu items, fan updates and live game reports.

— Sara Salinas

Sunday’s Super Bowl 58 will take place in Las Vegas, the gambling capital of the nation.

And a record 67.8 million Americans are expected to place an estimated $23.1 billion in bets on the game, up from $16 billion last year, according to the American Gaming Association.

But if you wager money, keep in mind that the U.S. government expects to participate in your gains, said Mitchell Drossman, national director of wealth planning strategies at Bank of America.

“The IRS is your silent partner when it comes to anything that you win,” he said.

Read the full story here.

— Lorie Konish

If you’re looking to catch Sunday’s big game between the Kansas City Chiefs and the San Francisco 49ers there are plenty of ways to watch.

For tradition cable users or those who subscribe to live TV streaming services, the game will air live on CBS. A kid-friendly version will also be available on Nickelodeon where virtual filters, on-field graphics and guest reporters will pop up.

If you’re hoping to stream the game, it will be featured on Paramount+, CBS Sports HQ, CBSSports.com and the CBS Sports app, which is available on TV devices such as Amazon Fire TV, Apple TV and Roku.

— Sarah Whitten