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Even with all the competition for eyeballs and the rise of second-screen and cord cutting, the Super Bowl remains not only the biggest televised sports event in the U.S. but the year's most anticipated advertising showcase.
And yet the game is a bigger gamble than ever, with an unprecedented $4.5 million price tag for a 30-second spot. Super Bowl stalwarts General Motors and Volkswagen have pulled out this time around. And though the release of teasers in the run-up to Super Bowl Sunday has become standard, marketers like Nissan (which returns to the big game after an 18-year absence) have been reluctant to divulge too much about their campaigns before kickoff.
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