In past years, you had to wait until Super Bowl Sunday to witness the inventive (and expensive) commercials created especially for the big game.
But now, with a couple clicks of a mouse, you can see Super Bowl ads on YouTube or even advertised on the home page of a company's website.
See Also: Get a sneak peek at 2012 Super Bowl Ads
Already, we know the spot produced to advertise the Honda CRV features Matthew Broderick returning to his Ferris Bueller character 26 years after the release of the original film.
But to see these ads before Super Bowl Sunday may actually be a win-win situation for brands and viewers.
"Well the advantages are that it's going viral," says Paola Schifino, principal and founder of Schifino Lee in Tampa.
That Honda CRV ad already has over 10 million views on YouTube, days before kickoff. That's about 10 percent of viewers who tuned into last year's Super Bowl.
And a GoDaddy commercial, featuring Danica Patrick among others, creates a buzz that attracts online visitors.
"They are driving traffic to their website, which I think is their goal," Schifino says. "They're also telling people to check back with them, so that's creating a lot of traffic and anticipation on their website."
But along with instant viewing comes instant feedback, a potential threat for some ads. Schifino says any spot that receives an onslaught of negative comments now could be affected negatively before the ad ever airs during Super Bowl Sunday.
Also, the opportunity to view commercials in advance could change tradition for some people, especially women, who tend to watch the Super Bowl for the ads.
"That anticipation is kind of going away," says Schifino. "And I don't know how that will affect, in the long run, the value of TV spots that are now costing about $3.5 million for 30 seconds."
But for 30 seconds of, say, soccer star David Beckham, advertisers hope viewers will tune in and see the positive side of this big change.
"You can actually now get up and go to the bathroom during the Super Bowl commercials," Schifino reminds us.
Because with the simple click of a mouse, you can watch those ads anytime.
2012 Super Bowl Ad Previews: