Companies now want to maximize their ads' impact instead of frittering it away in the days leading up to the game, observers say.
"There has been a huge debate over whether to release the full ad before the game [because] you lose the 'wow' factor during the big game," says Derek Rucker, a professor of marketing with Northwestern's Kellogg School of Management, who also coordinates an annual survey of Super Bowl ad effectiveness for the university.
Among the examples: An ad for Wonderful Pistachios starring South Korean rapper Psy has been held back, as well as ones for Lincoln Motor Co., BlackBerry and Chrysler.
But in lieu of full release, more advertisers have created online "teases," or short previews, of their in-game commercials.
"For 75 percent of the ads we've got a tease, and that's much more than last year," said Charles R. Taylor, professor of marketing at Villanova University.
Another trend this year is crowdsourcing, in which advertisers ask consumers how they want an ad to end -- Coca-Cola Co.'s "Mirage" campaign is this year's best-known example -- or even which ad they want to air.
Even Budweiser has gotten into the crowdsourcing game -- it has asked consumers to name the Clydesdale foal, with the results to be announced during the game.
Here are some other noteworthy commercials to expect during Super Bowl XLVII: