The Super Bowl's massive audience is a huge draw for advertisers. Here are 5 brands running Super Bowl commercials for the first time in 2020.

• Nearly three dozen brands are about to descend on your TV screens during the Super Bowl this year, and five of them are first-timers.
• They are Bud Light Seltzer, Facebook, Little Caesars, Sabra, and Saucony.
• For some, the Super Bowl's live, captive audience is a big draw, while others like Faceook are trying to win over consumer trust after a tough couple of years.
• Visit Business Insider's homepage for more stories.

Nearly three dozen brands are set to descend on your TV screens during the Super Bowl this year.

A number of them, including Facebook, pizza chain Little Caesars, and hummus maker Sabra, are first-timers, joining returning Super Bowl advertisers like Budweiser and Pepsi.

For Little Caesars, which is running a 30 second-long ad during the third quarter, the Super Bowl's large captive audience is a big draw as people are migrating away from TV. The Super Bowl drew an average televised audience of around 98.2 million viewers last year, according to Nielsen.

"While the media market is considerably evolving, the Super Bowl remains the best way to reach as many people as possible at once," Jeff Klein, SVP of global marketing at Little Caesars, told Business Insider. "It's not just about viewers, it's about engagement - there are many people that tune in for the commercials rather than the game - there's nothing else quite like it."

Others, like running brand Saucony, wanted to tap into the tentpole nature of the Super Bowl, albeit with a different strategy. The company is buying ads on Fox's streaming platforms, rather than the network, because it's seen recent success on connected TV and streaming platforms, said Don Lane, Saucony's CMO.

"We purposefully are targeting streaming viewers because our research shows they are a discerning and connected audience," Lane said. "We've had good luck with connected TV recently, it drives search interest and traffic to our site."

Other brands including New York Life, Snickers and Squarespace are returning to the Super Bowl after sitting out in recent years. New York Life was a prolific advertiser in the '80s, and is making a comeback after decades to launch a new campaign marking its 175th anniversary.

"This is a significant milestone for our brand, and one that provides us with a once in a generation opportunity to make a powerful statement about our brand and our role in peoples' lives," said Kari Axberg, New York Life's VP of brand marketing. "

Here are the advertisers running Super Bowl commercials for the first time: