More than 120 million people tune in to the Super Bowl each year, making it consistently the most-watched annual televised event in the U.S. For some, it's the love of the game that draws them in. For others, it's the promise of high-energy halftime talent, but for many, it's the notoriously extravagant, star-studded advertisements that have their attention. Insurance companies have long been a staple in the Super Bowl commercial lineup, but Super Bowl LX won't see the industry heavily represented.