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Is the payoff worth spoiling the surprise for viewers?

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Super Bowl LI: Should advertisers keep spoiling the fun?

February 16, 2017

Spoiler Alert: Do Super Bowl ad teasers trigger hype or give away the plot?

This year we saw a new tradition begin for Super Bowl advertising: teaser commercials leading up to the game. Similar to movie trailers, these short 15- to 30-second teasers hinted at their much anticipated full-length commercials in hopes of building viewer anticipation. But unlike movie trailers, these mini-commercials account for nearly half of the featured spot.

Depending on who you ask, these teasers either spoiled the fun or kept viewers wanting more.

So is this attempt at piquing interest early on actually helping these brands grab the attention of the Super Bowl audience and maintaining it past game day? Find out.

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