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Kate Upton in a Super Bowl ad for Mercedes-Benz

Kate Upton in a Super Bowl ad for Mercedes-Benz

Marketing

The supermodel, the funny guys and other stars in Super Bowl ads worth watching Add to ...

The Super Bowl broadcast is – well, the Super Bowl of advertising each year, at least in the U.S. But just as important as the big game for marketers, is the week leading up to it.

A growing trend in recent years has been for companies to place either the full ads on the Web in the days leading up to kickoff, or to film separate teasers meant to build buzz and ramp up expectation for the 30-second spots they have paid millions to air.

It’s easy to see why this strategy is gaining momentum: last year’s TV audience for the game in the U.S. was a record 111-million people. Ads, however, were viewed online roughly 300-million times in total, according to Google Inc.

The company, which owns YouTube, found that campaigns that released some type of video before the game last year netted on average 9.1-million views online. By contrast, advertisers that held out for the surprise factor, and did not air anything until game day, had only 1.3-million follow-up views of their videos online, on average. That’s a major difference. And it may be one reason that the scales have tipped toward most companies choosing to put at least a little something up on the Web in the lead-up to game day. In 2012, 34 campaigns did that, compared to 20 who waited to release anything until after the final whistle.

Here are some of the ads that have been pre-released or teased this year.

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