Is the Super Bowl still effective as an advertising vehicle? Has it lost its luster, or is it still the crown jewel of the advertising budget?

According to Fox, some marketers are spending upwards of 2.7 to 3.0 Million on a 30 second spot. For a list of who’s purchased space, check out AdAge.

And just for kicks, here’s a top 5 list of our favorite Super Bowl commercials:

5. Ameritrade

How many times has a financial institution made you laugh? Well, after you get over their customer service department that is.

4. Monster.com

It was incredibly well-done and one of the first of the .com ads to appear. When other start-ups were hoping to get ANY response out of their huge million-dollar spend, Monster.com cashed in big time. Their traffic increased by over 50%.

3. Emerald Nuts

Robert Goulet may be gone, but his spirit lives on. And, who knows, maybe next time your blood sugar is low you’ll think twice about letting yourself go without a quick snack.

2. FedEx

The message is clear: Get the essentials and roll with Burt Reynolds. You can’t go wrong with an ever-changing toupee and a dancing bear.

1. E*Trade

What else is there to say, except, “Thank you, Mister!”