Companies pay millions and millions and MILLIONS of dollars to air 30, 60, or 120 second commercials *during* the Super Bowl. It is definitely an event, seeing the alleged best of the best, most creative commercials of the year. Even if you’re not a football fan, it is fun seeing the whole state of the art technological presentation of the game, an excuse for getting people together at a SB party, the whole shebang. It’s a fun time! The only negative being having to go to work Monday morning if the party was too successful. Really, Super Bowl Sunday night is a well crafted production on every level. The fans win, the advertisers win, the networks win. And some years, like this one, there’s the extra added bonus of this being a very anticipated match up. Even if you’re not a huge football fan (me), watching the two best teams go at it on the ultimate stage is usually worth watching.
But what I cannot figure out — is why, the last few years, that they’ve started showing the big, Super Bowl commercials ahead of time. Why spill the beans before the big moment? You, the advertisers, are paying 5.6 million for a 30 second commercial to be shown specifically during the Super Bowl, watched each year, fairly consistently, by over 100 million people worldwide.
Now, I’ve worked in promotion in the past. I’ve drawn literally thousands of storyboards for ad agencies over the decades. Some of them have gone on to be produced and shown during the big game itself. You want maximum impact and you want your product to be remembered and memorable. The Super Bowl gives you the spotlight, a true moment to shine. And don’t forget the 5.6 mil you spent for every 30 second chunk of that spotlight. And you know there are people who watch the SB *just* for the commercials.
So sorry, but it seems the height of idiocy to me to take away from that spotlight and throw your babies out there on the Internet a couple days early. After the SB, the commercials are out there forever. Why spoil your big moment two days earlier? Lessens the impact. It just mystifies me.
Hey, some of the smaller companies out there? Who can’t afford the ad prices during the big game? You should throw a couple new commercials out on line a couple days before the big game. If nothing else, it might make it seem as if you’re big-ballin’ it with the Doritos, Coca Cola, Chevy or Budweiser elite commercials. It might up your profile, you knows?
Hell, *somebody* should do something clever here.




















