In recent years, powerhouse brands have started a new trend when it comes to the Super Bowl. For those planning to run ads during the behemoth of all sporting events, many have chosen to go the route of of pre-releasing their ads, sometimes up to a full month before the scheduled game. A relatively new practice, the approach has received both positive and negative praise from customers and critics alike, but the strategy doesn’t seem to be fading out of practice. Emory University Goizueta Business School Professors Michael Lewis and Manish Tripathi share research from Emory Sports Analytics that seeks to determine whether the strategy is a hit or miss.

Read more about their research and findings.