First came the Super Bowl, then the Super Bowl ads, and then the publicity over the Super Bowl ads that exceeded the hype over the football game. Then followed video streaming on the Internet, which inspired more replays of the ads than of the game highlights.
In the past two or three years, Americans have taken yet another step toward the transformation of the championship football game from an athletic contest into a media phenomenon. Millions of us now view Super Bowl ads that don’t even run on the Super Bowl.
Here is some links that further investigate the exceeding effect of ads before, during and after a game:
In addition another link which gives information how to exploit games regarding advertisements: