For Super Bowl Ads, It’s Go Viral or Go Home - cnbc.com

"We are seeing more teasers because they have been effective," said Steve Posavac, professor of marketing at Vanderbilt University. "This year, many advertisers feel that if they don't release a teaser, they will fail to gain consumers' mindshare, and that their ads will be lost in the clutter."

http://www.cnbc.com/id/100410648