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During the Super Bowl, expect TV commercials to discuss student debt

Market Watch

The high-priced ads, which could reach an audience of more than 100 million, are just the latest indication that catering to student loan borrowers can be big business. Companies are now offering credit cards with rewards geared to student loan help and tools to help borrowers monitor their debt. Employers are even looking to lure talent with benefits packages that include student loan help.

Millennials make up the lion’s share of that target market. “Student debt is a universal part of their life,” said Mark Huelsman, a senior policy analyst at Demos, a left-leaning think tank.