Several advertisers have decided to reveal their $3.5 million commercials early this year.
"What they are trying to do is get a lot of buzz about their commercials even before the game. They're trying to get some of that email, Twitter and Facebook traffic," says Gary Burandt, Executive Director of Icon Networks.
Burandt has been in advertising for more than 40 years and says it's all about what those in the industry call "frequency."
For example, Honda's Ferris Bueller ad was posted online a little more than a week before the Super Bowl and as of Saturday afternoon, it already had 11 million views.
"They are trying to extend the commercial and make it work harder," says Burandt.
Another trend this year - the hashtag, Twitter and Facebook symbols at the end of most ads.
"Social media has become a big media. It's something that you have to do as an advertiser. You can do an awful lot of Facebook for 3.4 million," Burandt said.
Another change that has been happening over the last few years is product focus.
"The ads are less and less about the product. Now it's more about entertainment - the wow factor," Burandt said.
Speaking of change, those companies forking out millions of dollars this year for a 30-second spot may not have any left in their pocket .
In 1967, when the Super Bowl started, it cost $42,000 for a 30-second spot. This year it costs $3.5 million and most likely even higher next year.
(KUSA-TV © 2012 Multimedia Holdings Corporation)