Audi R8 'godfather' by Venables Bell & partners

Audi returned to the Super Bowl for the first time in 20 years with a 'Godfather'-inspired spot for the R8 created by Venables Bell & Partners

The spot competed with ads from the likes of Pepsi and Budweiser for the attention of American viewers during the expensive commercial breaks.

TV network Fox, owned by News Corporation, generated $250m in ad revenue, prompting Rupert Murdoch to call it the "biggest day in our company's history".

Advertisers were rewarded with the second biggest event in US television history. Only the 'M*A*S*H' series finale in 1983, with 106m viewers, was seen by more people, according to Nielsen Media Research.

Nielsen said that a total of 148.3m watched at least some part of the game, in which the New York Giants' pulled off a dramatic last-minute win over the New England Patriots.