Donald Trump and Michael Bloomberg faced off with rival political ads during the Super Bowl on Sunday.

Each man shelled out an estimated $10m for 60 seconds of air time during the major sporting event – which is typically one of the most-watched programmes on TV in the US.

The Trump campaign went with two 30-second ads. The first one, about criminal justice reform, aired early during the game.

It featured Alice Marie Johnson, a woman who was once sentenced to life in prison for a non-violent drug conviction – and freed by Mr Trump after Kim Kardashian lobbied the White House about the case.

The president’s other ad was more general and focused on his three years in office, exploring themes such as unemployment and the state of the economy.

Super Bowl 54 Show all 125 1 /125 Super Bowl 54 Super Bowl 54 Super Bowl 54 The Kansas City Chiefs met the San Francisco 49ers in Super Bowl 54 AP Super Bowl 54 Super Bowl 54 General view of Hard Rock Stadium before Super Bowl LIV Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs quarterback Patrick Mahomes AP Super Bowl 54 Super Bowl 54 San Francisco 49ers general manager John Lynch, right, embraces D.J. Reed Jr AP Super Bowl 54 Super Bowl 54 The San Francisco 49ers and the Kansas City Chiefs observe a moment of silence to honor former NBA player Kobe Bryant and his daughter, Gianna Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs players stand before Super Bowl LIV Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs and San Francisco 49ers players stand before Super Bowl LIV Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs and San Francisco 49ers players stand before Super Bowl LIV Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers players stand before Super Bowl LIV AP Super Bowl 54 Super Bowl 54 49ers players huddle on the field AP Super Bowl 54 Super Bowl 54 The San Francisco 49ers take the field Getty Images Super Bowl 54 Super Bowl 54 The Kansas City Chiefs take the field Getty Images Super Bowl 54 Super Bowl 54 The San Francisco 49ers take the field Getty Images Super Bowl 54 Super Bowl 54 Singer Demi Lovato performs the national anthem Getty Images Super Bowl 54 Super Bowl 54 Singer Demi Lovato performs the national anthem REUTERS Super Bowl 54 Super Bowl 54 Kansas City Chiefs wide receiver Mecole Hardman (17) returns the opening kick USA TODAY Sports Super Bowl 54 Super Bowl 54 Kansas City Chiefs quarterback Patrick Mahomes USA TODAY Sports Super Bowl 54 Super Bowl 54 Kansas City Chiefs quarterback Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers running back Tevin Coleman runs with the ball USA TODAY Sports Super Bowl 54 Super Bowl 54 Deebo Samuel of the San Francisco 49ers runs with the ball Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers' Deebo Samuel is stopped by Kansas City Chiefs' Anthony Hitchens AP Super Bowl 54 Super Bowl 54 Robbie Gould of the San Francisco 49ers kicks a 38-yard field goal Getty Images Super Bowl 54 Super Bowl 54 Robbie Gould of the San Francisco 49ers kicks a 38-yard field goal Getty Images Super Bowl 54 Super Bowl 54 Deebo Samuel of the San Francisco 49ers is tackled Getty Images Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers throws a pass Getty Images Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers throws a pass USA TODAY Sports Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs is tackled by Jimmie Ward Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes scores their first touchdown REUTERS Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes scores their first touchdown AFP via Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes celebrates their first touchdown Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes celebrates their first touchdown Getty Images Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers throws a pass Getty Images Super Bowl 54 Super Bowl 54 Sammy Watkins of the Kansas City Chiefs reacts Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomesof the Kansas City Chiefs throws a pass Getty Images Super Bowl 54 Super Bowl 54 Head coach Andy Reid of the Kansas City Chiefs looks on Getty Images Super Bowl 54 Super Bowl 54 Head coach Kyle Shanahan of the San Francisco 49ers reacts Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers quarterback Jimmy Garoppolo is pressured by Kansas City Chiefs' Mike Pennel AP Super Bowl 54 Super Bowl 54 Raheem Mostert of the San Francisco 49ers runs with the ball Getty Images Super Bowl 54 Super Bowl 54 Kyle Juszczyk of the San Francisco 49ers scores a 15-yard touchdown Getty Images Super Bowl 54 Super Bowl 54 Kyle Juszczyk of the San Francisco 49ers scores a 15-yard touchdown AP Super Bowl 54 Super Bowl 54 San Francisco 49ers' Kyle Juszczyk celebrates his touchdown AP Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Shakira performs during the Pepsi Super Bowl LIV Halftime Show USA TODAY Sports Super Bowl 54 Super Bowl 54 Jennifer Lopez performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Jennifer Lopez performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Jennifer Lopez performs during the Pepsi Super Bowl LIV Halftime Show AP Super Bowl 54 Super Bowl 54 Jennifer Lopez performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Jennifer Lopez performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Jennifer Lopez performs during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Jennifer Lopez and her daughter Emme Maribel Getty Images Super Bowl 54 Super Bowl 54 Shakira and Jennifer Lopez perform during the Pepsi Super Bowl LIV Halftime Show USA TODAY Sports Super Bowl 54 Super Bowl 54 Shakira and Jennifer Lopez perform during the Pepsi Super Bowl LIV Halftime Show Getty Images Super Bowl 54 Super Bowl 54 Fireworks explode over Hard Rock Stadium during halftime AP Super Bowl 54 Super Bowl 54 San Francisco 49ers' Raheem Mostert in action REUTERS Super Bowl 54 Super Bowl 54 San Francisco 49ers' Jimmy Garoppolo in action REUTERS Super Bowl 54 Super Bowl 54 George Kittle of the San Francisco 49ers runs with the ball Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers' Robbie Gould kicks a field goal AP Super Bowl 54 Super Bowl 54 San Francisco 49ers' Robbie Gould kicks a field goal REUTERS Super Bowl 54 Super Bowl 54 San Francisco 49ers' Robbie Gould kicks a field goal AP Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs fumbles the ball Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs throws a pass Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs throws a pass Getty Images Super Bowl 54 Super Bowl 54 Fred Warner of the San Francisco 49ers intercepts a pass from Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Fred Warner of the San Francisco 49ers reacts after intercepting a pass from Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Fred Warner of the San Francisco 49ers reacts after intercepting a pass from Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Fred Warner of the San Francisco 49ers reacts after intercepting a pass from Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs looks on after throwing an interception Getty Images Super Bowl 54 Super Bowl 54 Raheem Mostert of the San Francisco 49ers runs for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Raheem Mostert of the San Francisco 49ers runs for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers celebrates with Raheem Mostert after a touchdown Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers' Raheem Mostert runs for a touchdown AP Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers celebrates with Raheem Mostert after a touchdown Getty Images Super Bowl 54 Super Bowl 54 Raheem Mostert of the San Francisco 49ers runs for a touchdown Getty Images Super Bowl 54 Super Bowl 54 San Francisco 49ers' Raheem Mostert, left, celebrates his touchdown AP Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers celebrates after a touchdown Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs huddles with his team Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs quarterback Patrick Mahomes is sacked AP Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes reacts REUTERS Super Bowl 54 Super Bowl 54 San Francisco 49ers free safety Tarvarius Moore makes an interception USA TODAY Sports Super Bowl 54 Super Bowl 54 Tarvarius Moore of the San Francisco 49ers celebrates after intercepting a pass by Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Tarvarius Moore of the San Francisco 49ers celebrates after intercepting a pass by Patrick Mahomes Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs gestures Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs throws a pass Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs quarterback Patrick Mahomes celebrates AP Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs scrambles away Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Travis Kelce scores their second touchdown Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Travis Kelce scores their second touchdown REUTERS Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Travis Kelce celebrates scoring their second touchdown Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs rushes the ball EPA Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs rushes the ball Getty Images Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs dives into the endzone for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs dives into the endzone for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs dives into the endzone for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs celebrates after a touchdown Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes #15 of the Kansas City Chiefs celebrates after throwing a touchdown pass Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs celebrates Getty Images Super Bowl 54 Super Bowl 54 Patrick Mahomes of the Kansas City Chiefs celebrates AP Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs Getty Images Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs runs for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Damien Williams of the Kansas City Chiefs runs for a touchdown Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs head coach Andy Reid is dunked with Gatorade USA TODAY Sports Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Tyrann Mathieu celebrates AP Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes celebrates after winning the Super Bowl REUTERS Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers reacts after losing to the Kansas City Chiefs Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes celebrates after winning the Super Bowl REUTERS Super Bowl 54 Super Bowl 54 Jimmy Garoppolo of the San Francisco 49ers reacts after losing to the Kansas City Chiefs Getty Images Super Bowl 54 Super Bowl 54 Derrick Nnadi of the Kansas City Chiefs celebrates Getty Images Super Bowl 54 Super Bowl 54 Frank Clark of the Kansas City Chiefs celebrates Getty Images Super Bowl 54 Super Bowl 54 Demarcus Robinson of the Kansas City Chiefs celebrates Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes celebrates after winning the Super Bowl Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Travis Kelce, left, celebrates with head coach Andy Reid AP Super Bowl 54 Super Bowl 54 Kansas City Chiefs quarterback Patrick Mahomes, rear, celebrates with Frank Clark AP Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes consoles San Francisco 49ers' Jimmy Garoppolo REUTERS Super Bowl 54 Super Bowl 54 Strong safety for the Kansas City Chiefs Tyrann Mathieu and teammates celebrate on the podium AFP/Getty Super Bowl 54 Super Bowl 54 The Kansas City Chiefs celebrate after defeating the the San Francisco 49ers Getty Images Super Bowl 54 Super Bowl 54 Kansas City Chiefs GM Brett Veach hoists the Vince Lombardi Trophy EPA Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes hoists the trophy AP Super Bowl 54 Super Bowl 54 Kansas City Chiefs' Patrick Mahomes hoists the trophy Reuters

The Bloomberg campaign adopted a different strategy, buying a single, 60-second ad slot instead of two 30-second ones.

Mr Bloomberg’s spot centred around gun violence. It was narrated by Calandrian Simpson Kemp, whose son George Kemp Jr was fatally shot in 2013.

Ms Kemp described her son’s passion for football, echoing the night’s main event – unlike Mr Trump’s ad, which stuck more to a classic campaign ad format.

Mr Bloomberg is one of 11 Democrats hoping to secure the party’s nomination ahead of the 2020 presidential election.