Football vied with beer, cars, partial nudity and movie previews for the attention of TV fans as the New Orleans Saints defeated the Indianapolis Colts 31-17 Sunday in the Super Bowl in Miami.

Advertisers spent as much as $3 million for a 30-second commercial during professional football's annual championship game.

The telecast drew 106.5 million viewers, the most ever for a U.S. TV show, according to data from Nielsen Co.

The game, aired on CBS, featured more than a dozen new advertisers, including video-game publisher Electronic Arts Inc., Qualcomm Inc., a maker of semiconductors for mobile phones, and the truTV cable network.

Beyonce hawked products for flat-screen TV maker Vizio Inc., Megan Fox lounged in a bubble bath for Motorola Inc. and 2007 Heisman trophy winner Tim Tebow was featured with his mother in a commercial for Focus on the Family, a Christian group.

Ads took up nearly 48 minutes of the game, the most for any Super Bowl.

Research firm Kantar Media said the amount of air time for ads was nearly three minutes longer than last year's previous record total.

The game also had an unusual number of shorter, 15-second ads. Those let marketers spend less but still be in the advertising world's biggest event.

Commercials typically come in 30-second blocks—which sold this year for between $2.5 million and more than $3 million. But Kantar says seven of this year's 66 ads were just 15 seconds long, the most since 2002.

Overall, commercials took up about a quarter of the three hours and 15 minutes that spanned kickoff to the end of the game.

Ads by companies including Anheuser-Busch InBev and Coca-Cola Co. took up more than 39 minutes, while the rest went to network promotions, including a memorable 15-second spot with late-night show host David Letterman, his longtime NBC arch rival Jay Leno and talk show host Oprah Winfrey.

Anheuser-Busch was again the biggest advertiser in the game. The brewer had nine commercials that lasted five minutes, 30 seconds—half a minute more than it had originally planned. Automaker Hyundai Corp. was the next biggest, with four ads for 2 1/2 minutes.

“;There were definitely some ads that you would want to watch again,”; said Jay Suhr, senior creative officer at T3 Advertising Agency in Austin, Texas. “;But it was a mixed bag, with no clear winner. There was not that one that will have everybody talking.”;

A Doritos ad was declared “;most engaging”; by TiVo Inc., the digital video recorder company, which tracks users' viewing and playback activity. The spot, called “;House Rules,”; featured a young boy warning his mother's date to “;keep your hands off my mama”; and “;keep your hands off my Doritos.”;

“;We're looking at the biggest relative spike in audience, and that's what we're calling 'most engaging,'”; said Todd Juenger, vice president and general manager of audience research and management for Alviso, California-based TiVo. “;The commercials get more viewership than the game itself.”;

The second-highest spike came when CBS aired a network promotional spot featuring Letterman, Winfrey and Leno, Juenger said.

A panel of 40 MBA students at Northwestern University rated a 60-second spot from Google Inc., owner of the most used search engine, as the most effective ad. It traces a man's Web entries as he finds romance in Paris, gets married and has a child.

“;It was such a simple spot,”; said Tim Calkins, professor of marketing at Northwestern's Kellogg School of Management. “;There was terrific linkage between the branding and the commercial.”;

Google, based in Mountain View, Calif., rarely uses television to advertise. As the most-watched U.S. TV event, the Super Bowl is a magnet for both traditional sports advertisers such as Anheuser-Busch and lesser-known companies looking to increase awareness.

Go Daddy Group Inc., the Internet domain-name and hosting company, continued a tradition of suggestive ads.

This year, race car driver Danica Patrick was accompanied by women who strip away pieces of clothing.

Job-search Web site Monster Worldwide Inc. featured a fiddle-playing beaver.