As the Atlanta Falcons and New England Patriots square off in Super Bowl 51, advertisers will duke it out over the attention of more than 110 million people expected to tune in on Sunday This photo provided by Kia Motors America shows a scene from the company’s spot for Super Bowl 51, between the New England Patriots and Atlanta Falcons, Sunday, Feb. 5, 2017. Melissa McCarthy humorously takes on political causes like saving whales, ice caps and trees, each time to disastrous effect, in KiaA a a s 60-second third-quarter ad to promote the fuel efficiency of its 2017 Niro crossover.