"At this point, pre-game rollouts have gone from a brand marketing trend to table stakes, but is the pre-game hype worth it? Ad slots have been sold out since last fall, according to NBCUniversal. Around the same time, brands like spirits company Sazerac, Liquid Death and Ferrara Candy-owned Nerds announced Super Bowl ad plans. By late January and early February, Pepsi, Budweiser, Kellogg's Raisin Bran, Mars-owned Pringles, and the list goes on, had released their full ad spots."
""It's important to build a really solid 30 days around Super Bowl-if you think about some of it happening before and then how you continue to tell your story after," said Diane Sayler, senior director of full funnel marketing for salty snacks at Mars Snacking. Brands releasing their Super Bowl ads (or teaser versions) weeks ahead of Super Bowl Sunday isn't exactly a new phenomenon."
Brands are rolling out Super Bowl teasers and full ads weeks or months before the game to lengthen campaign lifecycles and maximize exposure. Ad slots sell out early and some individual spots can cost millions, motivating marketers to stretch creative across pre-game, live-game, and post-game windows. The game airs across broadcast and streaming platforms while social networks and owned activations provide second-screen and ongoing engagement opportunities. Pre-game rollouts increase impressions and creative lifespan but introduce trade-offs around audience timing, potential saturation, and whether early launches weaken the impact of the live event.
Read at Digiday
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