Why Leak Super Bowl Ads Ahead Of The Big Game?

By Corinne Rose - 21Alive

January 31, 2014 Updated Jan 31, 2014 at 7:24 PM EDT

FORT WAYNE, Ind. (21Alive) -- Roughly one-third of the country -- more than 110 million people -- are expected to watch the Super Bowl this Sunday.

But millions of people have already seen some of the commercials ahead of time.

There's no doubt that these purposely-leaked ads are generating buzz ahead of the big game.

But if companies are shelling out so much money to debut them during the super bowl, why let people see them early?

Each 30-second commercial costs at least $4 million and a full minute costs twice that.

An executive at the Asher Agency tells us leaking an ad early can generate free buzz on a global stage and help solidify the brand message since people will have seen the ad multiple times.

There's also the allure of getting a sneak peek of the ad, and people might also watch them ahead of time so they can join in the conversation in person or on social media and talk about them.

One ad you'll see during the Super Bowl on Sunday already has more than 16 million views on YouTube.

“I think there's a heck of a crowd to see it on a social media environment first. And i think the track record speaks for itself. If you look at those numbers, they don't lie. So there's a lot of viewership out there ahead of the game,” Kelly Gayer says.

Gayer says the big picture is all about creating brand awareness and multiple opportunities to reach the consumers.

Releasing teasers of a big commercial or the entire commercial itself just broadens its reach.




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