We’ve known about the price drops Toshiba has given its third-gen HD DVD players as part of its marketing initiative, and this Sunday we’ll get to see another phase of the manufacturer’s effort.

Toshiba will be airing a 30-second advertisement during Super Bowl XLII between the Patriots and Giants on Feb. 3, according to Home Media Magazine.

The air time fetched a reported $2.7 million. That’s a lot of eggs, but it is a pretty big basket—the Super Bowl is annually the most watched TV program and this year features one team trying to become the first to achieve a 19-0 season against a team from the biggest metropolitan market in the country.

Plus it might be the only thing on TV that people actually look forward to seeing commercials interrupt.

One thing viewers won’t be seeing is a Blu-ray ad, though if you’re not one to fast-forward through DVR’d programs you’ve seen a Blu-ray ad or two recently pointing to titles like “Pirates of the Caribbean,” “The Simpsons Movie,” and “Live Free or Die Hard” on TV.

It will be fun to see what kind of content fills Toshiba’s ad, and whether it’s player- or content-centric. Will a commercial for HD DVD—“The Look and Sound of Perfect”—feature a movie star to play the part?

Come back and let us know how you think it was.

Arlen Schweiger - Editor of Electronic House Magazine

Arlen writes about home technology installations and product news and reviews for electronichouse.com and Electronic House magazine.