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Leo Burnett

Super Bowl advertisers tease viewers before the game even starts

Super Bowl advertisers tease viewers before the game even starts

Super Bowl 50 is three weeks away, but for many advertisers, the digital pregame is about to begin with a barrage of online teaser videos culminating in the full commercial reveal before the big game.

With ads running at a reported $5 million per 30-second spot — the most expensive airtime in TV history — marketers are increasingly relying on digital platforms and promotions to get their money's worth. Building anticipation and buzz online has become as important to advertisers as the game itself, annually the most watched event in television and the highest-profile stage for their commercials.

Coming up with a spot that has people talking the day after at the...

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