No one knows exactly how much money is bet on the Super Bowl, but it’s a lot — more than $10 billion, according to estimates, much of it illegally. The most common way to bet is through the point spread (Kansas City is a 1 1/2-point favorite, meaning they must win by at least 2 points for bettors backing them to cash in).

Marcus Collins, University of Michigan marketing professor and 'For the Culture' author, joins 'Squawk Box' to discuss his favorite Super Bowl commercials this year, what makes a Super Bowl ad effective,