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Head coach Pete Carroll of the Seattle Seahawks celebrates their 43 to 8 win over the Denver Broncos during Super Bowl XLVIII at MetLife Stadium on February 2, 2014 in East Rutherford, New Jersey.

Super Bowl Sunday is as much a big deal for U.S. pro sports as it is for the ad industry. Ad airtime costs a record $4 million per 30 seconds this year. Still, some 35 advertisers signed up to air about 60 spots during the game for an estimated 100 million viewers.

The competition to stand out is bigger than ever, and advertisers have in the past few years taken to releasing teasers--think of them as trailers for the commercials--of their Super Bowl ads online before their debut. This year represented a bigger sea change. As of last Thursday, more than 20 ads slotted for the game were posted in full online.

What are the Super Bowl ads that everyone is talking about this year? Does debuting these ads online first take away any of the buzz?   

Guest: 

Brian Steinberg, senior TV Editor, Variety