(NBC News) -- The Super Bowl is the biggest game of the year, accompanied by some of the most creative, talked-about and expensive ads.
At $4 million per 30 second super bowl ad this year, companies are doing everything they can to get their money's worth.
That includes leaking teaser commercials.
"We put our spot out on Tuesday and immediately we started to look at the comments, and some are really good and some are so-so," says Kia Motors executive vice president of marketing Michael Sprague. "It's instant feedback that makes you kind of like wow. But for us, it totally pays off."
-- Sarah Dallof reports