For the first time ever this year, rather than waiting until the superbowl itself, advertisers seem to be posting either the entirety of their “films,” (commercials), or teasers for them online before the event takes place. The rise of social media seems to be to blame here, as facebook, twitter, and youtube provide easy access that companies believe will allow their messages to propagate even more efficiently. Commercials have always played a role in Superbowl Sunday for those that don’t enjoy the game itself, but this year, the “socialbowl” takes it a step further.

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With Previews, Super Bowl Advertisers Borrow From Hollywood – New York Times