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Beer, Cars and Mortgages? Super Bowl Ads Go Financial This Year

 New England Patriots fans react to a Seattle Seahawks touchdown during the second quarter in Super Bowl XLIX at Jerry Remy's Sports Bar in Boston, Mass. on Feb. 1, 2015.
Photographer: Scott Eisen/Getty Images

Digital wallets and mortgage apps will vie with beer and cars for Super Bowl viewers as financial-services companies step up their advertising to cater to the changing preferences of millennials.

At least six financial brands have purchased air time for the television spectacle that attracts more than 100 million viewers, aiming to establish a place among more mainstream institutions by promising easy and convenient ways to manage your money. The Super Bowl featured just two financial-services ads last year and three in 2014.