Editor's Note: This story has been updated to reflect the latest social sharing data as of 1:00 pm EST Friday.

The debate over which commercial will win the Super Bowl XLIX is already heating up.

This year's ads are spreading like wildfire online, as most advertisers release their commercials days, if not weeks, before the actual game. It sounds counterintuitive, but when it comes to Super Bowl commercials, the element of surprise doesn't carry as much weight as it used to. Today, the online Super Bowl advertising opportunity is much bigger than the broadcast opportunity. 

"The vast majority of advertisers that waited to launch their ad on Super bowl Sunday last year underperformed their true potential," says Devra Prywes, vice president of marketing at video ad tech company Unruly. "There were some very, very strong ads last year that did not get the attention they deserved."

One risk for brands that wait until kick-off to release ads has to do with how the game itself unfolds. Last year, the Seattle Seahawks' 43-8 blowout of the Denver Broncos took virtually all of the excitement out of the game by halftime.

"Attention waned as the night went on, and the advertisers that employed the strategy of waiting to surprise people had the misfortune of airing their ad at the last portion of the game," Prywes says. "They just didn't get the attention that they might have had they released it earlier."

So which Super Bowl ads are generating the most buzz online as of right now?

Here are the top five Super Bowl XLIX commercials, as measured by online shares, according to Unruly.

5. Bud Light's Real Life Pac Man 

Shares: 60,962 

4. No More's Official Super Bowl Ad

Shares: 81,382

3. Skittles' Marshawn Lynch Press Conference 

Shares: 83,914 

2. Budweiser's Clydesdale Beer Run

Shares: 92,648

1. Budweiser's Lost Dog

Shares: 1,743,529

 

 

 

 

Published on: Jan 29, 2015