TODAY | January 27, 2013
>>> we are one week away from super bowl sunday. we have had a sneak peek of the commercials.
>> that and the game, that's all there is. this year more people are expected to tune into the super bowl . that means big box for on-air real estate with some brands releasing the much-anticipated ads early. will that create buzz or a buzzkill?
>> go 49ers!
>> baltimore ravens all the way.
>> reporter: whether their jerseys are red and gold or purple and white, the commercials airing are a winning store for all football fans . this year, more than 100 million eyes will make gametime a touchdown for advertisers. the going rate, close to $4 million for 30 seconds of air time .
>> advertisers bring their best game to the super bowl and everyone stands in anticipation for judging and critiquing the best ad.
>> i watch the super bowl just for the ads.
>> the commercials are like 50% of why i watch it.
>> reporter: while it is not the first time those holy grails of time-outs and tail gates are once again being unveiled early, online and even in movie theaters.
>> who is going to take your week tend?
>> i don't know. trigger, the dog, big foot .
>> to share the advertising prior to the super bowl i believe is a big mistake . perhaps if they are teasing them by giving just a piece of the ad, you will get chatter and buzz prior to super bowl that will cause more people to tune in. it depends on what the strategy is and it depends on how much of the ad is shared.
>> reporter: begging the question, are those sneak peeks a super move or a super bust?
>>> they are fun. about half of all men and women watch the super bowl for the commercials as much as they do for the game. this year, companies are expected to shell out more than dot, dot, dot, wait for it. $275 million just to get some air time on super bowl sunday.
>> it's amazing on our dvr centered world where people skip commercials, this is where they don't.
>> or you can rewind if you want to see a commercial again.
>> it is fun.
>> the game is going to be good too.
>> this will be a good game, mr. niners.