Releasing Ads Early Pays Off For Super Bowl Advertisers, According To Visible Measures


If you’re watching the Super Bowl today, some of those brand new ads may feel awfully familiar — a growing number of them are being released online ahead of time, either in their entirety or as a partial teaser.

A spokesperson for video advertising and analytics company Visible Measures, told me that his team looked at every Super Bowl campaign since 2010 and found that more and more advertisers are following this strategy — there were 13 in 2010, 27 in 2011, 34 in 2012, and 42 in last year. (Visible Measures found 30 brands that had their ads ahead of time this year, but that was in the middle of the past week, so the final number will be higher.)

Basically, it seems that advertisers now treat the game as just part of a monthlong campaign, one where online views are increasingly important. As Tim Calkins, a professor…

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