TV’s most memorable and most-watched commercials will no longer be relegated to the TV set.
For nearly half a century, the only way for the average consumer to see all the glitzy commercials that accompanied the Super Bowl was to watch a broadcast of the game on television. In 2016 CBS intends to shake things up by live-streaming — in as close to real-time as possible — every single national ad that supports its February 7, 2016, telecast of Super Bowl 50. The maneuver is one that could have seismic ramifications for the media business, as it essentially forces the event’s big-spending sponsors to consider online impressions and TV ratings at the same time, not separately, as has been common practice.
