Usually, marketers that decide to buy commercials during the coming Super Bowl wait until after New Year’s Day to start telling the public and press about their plans.
The reason the information is coming out so soon is the same reason that led many advertisers buying commercials during Super Bowl XLVI to tease the contents in advance and even provide entire commercials before the game: the rapid rise of social media.
The increasing interest among consumers in discussing and sharing Super Bowl spots on Web sites like Facebook, Twitter and YouTube is encouraging sponsors to speak up sooner. Sponsors say they believe the additional publicity stimulates not only word of mouth, but also viewing of the commercials when they finally run in the game.
The average price that CBS is charging for each 30-second commercial in the game is in the range of $3.8 million.
