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This year, many companies are releasing or teasing their Super Bowl advertisements prior to kickoff of the big game. While this is an uncommon trend, Robert Thompson, Trustee Professor and Director of the Bleier Center for Television and Popular Culture within the Newhouse School, explained to Moneyish why the companies are doing so, and why it is an innovative idea.

“The fact that now there’s an Internet to release these things ahead of time is giving added value [to advertisers],” he said. Additionally, the companies “don’t care,” Thompson said, when the ads are watched, just as long as they are seen by the masses, which could happen either before the game or during.