How do you make sure that millions of tipsy Americans will pay attention to your multimillion-dollar Super Bowl ad? Show it before the Super Bowl. And after the Super Bowl. And, of course, during the Super Bowl. Advertisers are jostling for attention for their spots like never before, posting them online in advance of Sunday's kick-off, unveiling them at news conferences, screening them at cocktail parties and releasing behind-the-scenes videos about the ads' production. "For that amount of money, they want to get more bang out of it," said Neal Burns, professor of advertising at the University of Texas at Austin.
Los Angeles Times
Super Bowl Ads Playing Overtime