In the last few years, however, the digital game has become even more important than the actual Super Bowl broadcast. With such high ad buy costs, brands understandably held their ads to be revealed as a surprise for the expected 181 million viewers during the game. As online presence became more important, teaser videos became commonplace to drum up anticipation. Now, it's rare to find a brand who hasn't released their entire Super Bowl spot online, in full, up to two weeks early. It's a new necessity - a way to capture the audience early as the demand grows - as well as a surefire way to gauge the success of the ad long before the flip of the commemorative coin.
This tactic has certainly paid off for Super Bowl newcomer Jaguar, whose "Good to Be Bad" spot celebrating British villains has already garnered an impressive 4.2 million views on YouTube.
But in an age where digital is the new standard, it begs the question:
Why buy a Super Bowl spot at all?
The internet has broken down the boundaries for major event relevancy that traditional broadcast used to dominate. Now, brands can be just as successful, if not more so, when they embrace the digital space to create a timely, relevant ad of their own. Without the hefty costs of the ad buy, there's more freedom to get creative, and smaller brands who could never dream of a Super Bowl play are now on level ground with the big boys.
Recent examples include the hilarious "Behind the Scenes of the Mega Huge Football Game Ad Newcastle Brown Ale Almost Made" video featuring Anna Kendrick.