The Super Bowl Has Morphed into an Entire Season—for Advertising

The hype for the game, though, may pale in comparison to the noise being generated by companies advertising during the Super Bowl.

Each 30-second ad airing during this year’s Super Bowl will cost $3.5 million, on average. Understandably, the companies paying for air time are milking these pricey ad campaigns for all their worth.

Simply coming up with a nice commercial concept highlighting your product’s best features no longer does the trick. Waiting to unveil the ad on Super Bowl doesn’t seem to cut it either. Nowadays, to generate more buzz and keep products and brands on the minds of consumers for much longer than one day, companies are resorting to advertising contests and showing “teaser” commercials online and in movie theaters days or even weeks before the game.

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