Upset? Non! Not many surprises in Super Bowl ads

Upset? Non! Not many surprises in Super Bowl ads:   (Eds: Adds data throughout. Adds photos. With AP Photos.)

AP Business Writer

NEW YORK (AP) - If you're assured to be abashed by all the Cool Basin ads, don't authority your breath: There will not be abounding surprises.

About 20 of the almost 36 Cool Basin advertisers put their TV commercials online afore Sunday's broadcast. That's a above shift: It's up from endure year if alone a scattering of companies appear their ads afore the game.

Acura put out its atom assuming allocution actualization host Jay Leno zooming off in a jet pack. Actor John Stamos already can be apparent accepting bonked in the arch in a Dannon ad. And tens of bags accept beheld Victoria's Secret archetypal Adriana Lima in a Teleflora commercial.

Why the flurry of pre-releases? The Cool Basin is advertisers' bigger stage, with 111 million-plus admirers accepted to tune in. But afterwards paying an boilerplate of $3.5 actor for 30 seconds, advertisers are acquisitive to angle out in the awash acreage of about 70 Cool Basin commercials. Companies amount what bigger way to do that than to accomplish fizz online. But does it pay to actualization all your cards, err, ads?

"It's creating `pre love' for your spot,'' says Greg DiNoto, arch artistic administrator of bartering bureau Deutsch in New York. "Advertisers are creating an armed affected of acclimatized enthusiasts.''

Advertisers are demography their cue from Volkswagen. The German automaker took a accident endure year by absolution its Cool Basin ad for its redesigned 2012 Passat auto that actualization a adolescent boy in a Darth Vader apparel afore the bold aired. The action paid off and the ad bound became a viral hit on video-sharing website YouTube, with 49.4 actor angle since.

The ad aswell helped addition sales of the Passat: The auto went on auction in the summer and has been a accepted agent for Volkswagen in the U.S. In December, for example, aggregate sales of the car added than angled to about 23,000 for the year.

This year, marketers are acquisitive to accomplish a big burst by absolution their ads early, too. Careerbuilder.com's chimps are aback for the eighth time, as is E(asterisk)Trade's babyish who's authoritative his fifth appearance. One Chevrolet atom has an end-of-the apple scenario. And a vampire affair is cut abbreviate by ablaze LED headlights on an Audi in an ad for the automaker.

So far, the two a lot of talked about pre-released spots are by carmakers. Honda's CR-V ad starring Matthew Broderick in a developed adaptation of his 1986 cine "Ferris Bueller's Day Off'' has 10.2 actor views.

Volkswagen's brain-teaser ad - one that's not in fact traveling to air during the Cool Basin - shows dogs barking "The Imperial March.'' The ad, with 11.2 actor views, has been added accepted than the absolute Cool Basin ad, which shows a dog accident weight to hunt a Beetle. It had had 2.1 actor views.

Releasing the spots aboriginal is a way for advertisers to appoint humans area they absorb a lot of their time these canicule - online. Indeed, about two-thirds of smartphone and book computer users analysis their accessories while they watch TV, according to analysis close Nielsen. The ads can aswell accomplish humans feel like they're in the "know.''

"People feel like they accept a horse in the chase if they acquisition a bartering they like afore the Cool Bowl,'' says Barbara Lippert, babysitter of accepted ability at ad bureau Goodby, Silverstein & Partners in San Francisco, which formed on three Chevy spots for the Cool Bowl. "They feel like an cabal if they assuredly see it.''

But with so abounding pre-released ads this year, the action could backfire, said Raymond Taylor, a assistant of business at the Villanova School of Business in Villanova, Pa.

For instance, he says Honda's Acura ad that shows comedians Jay Leno and Jerry Seinfeld aggressive for the aboriginal Acura NSX sports car ability accept gotten added fizz if it hadn't been appear early. The ad, which has gotten 10.8 actor views, includes little touches like a adornment from the "Soup Nazi'' from the "Seinfeld'' sitcom.

"Releasing the ad aboriginal takes abroad the aspect of abruptness and reduces the achievability of a absolute `wow' agency during the game,'' Taylor says.

Best Buy capital to bottle the abruptness agency of its spot, so it absitively to alone absolution data about its ad - not the ad itself. The actualization superstars in the tech apple who invented aggregate from the camera buzz to adaptable bold app Words with Friends.

"It's the one moment that you accept an admirers of that calibration and admeasurement that will accord you 30 abnormal to allocution about you're cast and what you're doing,'' said Drew Panayiotou, a Best Buy chief carnality president. "You can't acquisition that anywhere.''