Short ad teasers for Super Bowl commercials fall short in creating emotional connections, according to a System1 analysis that examined six years of Super Bowl advertising. Teasers, typically lasting between 6 to 15 seconds, score an average of 0.5 Stars lower than full-length ads. System1 suggests brands should opt for 20- to 40-second spots leading up to the game to maximize emotional engagement and memory retention. The analysis also highlights the timing of ad releases. Launching ads as early as January allows brands to build awareness before the competition ramps up in February. Brands that delay their campaigns risk losing impact as new ads flood the market. For example, Lay’s “Little Farmer” ad, which scored 5.9 Stars in System1 testing last year, continues to air well after Super Bowl LIX, illustrating the effectiveness of extending a successful campaign beyond the game. With a 30-second Super Bowl spot costing around $8 million, brands need to ensure they get maximum exposure. Understanding the timing and format of ads can significantly affect their performance. System1 emphasizes that ads in the sweet spot of 20 to 40 seconds facilitate better audience engagement, allowing viewers to connect with the narrative and brand message.