"$4M for 30 seconds and another $ 2-3 million to produce the thing; that’s why they do all this pre-release and YouTube to maximize the investment," said Tony Case, Ad Week.
Axe, GoDadddy and Bud Light are a few of the major corporations previewing their ads way before Sunday's game.
"One estimate has 2/3 of advertisers in the Super Bowl do see some boost or brand awareness," said Case.
During Super Bowl 48, viewers will get the completion of race car driver Danica Patrick and a throng of body builders running to a tanning salon. The teaser already airing makes it unclear what happens once they arrive at the salon.
"Go Daddy is a perfect example. Before it started on the Super Bowl it had a 15 percent market share now it’s over 50 percent," said Case.
Bud Light is leaving viewers hanging, too, with a teaser featuring actor Don Cheadle walking a lama on a leash into an elevator.
Some companies try a new 'look' like an ad for deodorant Axe about love and war.
“This is a perfect example of a brand trying to do something different to get your attention. Axe is about sex, sex, sex every time. This time it’s different," said Case.