Maybe that’s why during the past few years, more companies are releasing their commercials early to build some momentum ahead of the big game.
“They’re going to be a mixed bag. Some are really going to blast out, I’m sure one’s going to offend,” Steinberg told Carson. “There’s already talk about that Volkswagen one, ticking people off already…In the ad, you have a white guy using a Jamaican accent.”
VW is taking some heat because people think the clip is racist, but Steinberg says the ad will still run on Sunday.
“If you take the theory that all publicity is good, I guess they’re pretty happy.”
Another ad making headlines is a racy Mercedes Benz teaser featuring model Kate Upton.
“Is what she’s doing in the teaser going to be on TV? CBS has certain standards. Every year the networks tweak the ads and say, ‘You can run this here. You can’t run this here.’ So I wonder if the teaser is more sexy than the ad will be.”
Steinberg’s personally looking forward to this year’s Samsung ad.
With the rise of social media, more and more advertisers are releasing their Super Bowl commercials early, which is kind of a let down once you’re actually sitting in front of the TV.
“Last year, I was bored because I felt like I had already seen everything,” Steinberg said. “Some of the ads, in fact last year, they ran longer ads online, actually, that were funnier and better done than the edited version that showed up on TV.”
With a coveted Super Bowl slot costing advertisers $3.7-$3.8 million this year, it’s no wonder why companies are trying to get more bang for their buck.
“The Super Bowl’s the only thing really out there that gets 111 million people on TV. It’s live. People watch the ad and they don’t skip past on the DVRs, so it’s a rare thing. Very few events on TV have these kind of qualities anymore, so it’s worth a premium, but the price has gone up so much, these guys feel they need to have to do more than just run a single ad.”
“Every year they wait until the last minute and that’s done really well for them the last two years,” Steinberg said. “These guys have really taken the show both years with these two-minute long ads, so we’ll be curious to see if they do the same again.”
- What is your favorite Super Bowl commercial of all time? Let us know in the comments section!
-Sarah Carroll, 97.1 AMP Radio/Los Angeles