An estimated €350 million was spent on advertising during the Super Bowl.

According to analysts Kantar Media, the average cost of a 30-second advert during the American football season finale was €4.4 million.

That's double the figure of a decade ago and means the annual rate of Super Bowl ad inflation stands at more than 7 per cent.

Coldplay kept with Super Bowl tradition last night - delivering a performance that overshadowed the game itself.

The band were joined by Beyonce, Bruno Mars and Mark Ronson for a colourful half-time performance in California.

Beyonce narrowly avoided a fall as she gyrated her way through her new single, Formation, which was released on Saturday.

The Denver Broncos won for a third time.

They secured a 24-10 victory over the Carolina Panthers in the 50th anniversary game.