Most small businesses can't afford to buy TV ads during the Super Bowl, but a number of smaller companies are piling in to compete for airtime during this year's big game.

Among the new companies buying commercial time this year are digital commerce and technology businesses, AdAge reports. 

Roughly a dozen new advertisers will run commercials during the most coveted time slot of the year, though NBC said in November that ad sales had been slower compared to previous years. The softer TV advertising market didn't prevent NBC from raising the price of a 30-second spot, however, from $4 million in 2014 to $4.5 million this year. 

Here are three (smaller) companies that are running ads during this year's Super Bowl, which will be aired on February 1st:

Mophie

Smartphone accessory marketer Mophie bought a single 30-second spot in order to "significantly increase its name recognition," according to AdAge. Founded in 2006, the first-time Super Bowl advertiser hired Los Angeles-based agency Deutsch to produce the ad. Mophie claimed the 622 spot on last year's Inc. 5000 list of the fastest growing companies in the U.S. The business generated $215 million in revenue in 2013. 

Wix.com

Another first-timer, Tel Aviv-based web development company Wix will run a commercial featuring legendary NFL quarterback Brett Favre during the game's fourth quarter. Founded in 2006, Wix's mission is "to simplify website creation, specifically for small business owners," AdAge reports. The company reported $80 million in revenue in 2013.

Squarespace

Web-development platform Squarespace will air its second Super Bowl commercial this year. The company developed its ad internally in 2014 but has hired New York-based agency Wieden & Kennedy to produce this spot this time around. Founded in 2003, Sqaurespace has not disclosed its most recent revenue figures, but spent $40 million on marketing in 2014, VentureBeat reported. 

In the below video, entrepreneur Bob Parsons explains his past approach to Super Bowl advertising. "You want to have an ad that people are going to talk about," he told an audience at the 2014 Inc. 5000 conference.

Published on: Jan 9, 2015