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The only reason to watch the Superbowl just became obsolete as online content gets the jump on TV advertising

Dubious as the appeal of heavily padded men ramming into each other in a homoerotic fashion may be, millions of viewers Stateside (and beyond) tune in every year to the Superbowl � an orgasm of capitalism and corporate sponsorship that almost completely obscures the point of the game itself.

But the rampant consumerism that drives the Superbowl is exactly what makes it so great. American Football�s centrpiece is the most heavily contested television advertising slot of the year, and only the best (and richest) agencies need apply. The well-publicised cost (US$3.5 million per 30-second slot) of advertising in the half-time break seems to be worth it, however, as the ads that make the cut are generally the most-talked about.

But the advent of the Internet and that elusive vixen we like to call the �viral video� now means that the pressure and opportunities are that much larger. Whereas once upon a time people would head to work, hung-over and hot-winged out on the Monday after Superbowl Sunday and cluster around the water cooler to re-live the highlights of the game (read: advertisements at half-time), they now live-tweet, re-tweet, re-post, share and blog the ads before, during and after their air-time.

That�s right, before.

Up to HALF of all 2012 Superbowl ads are already being passed around cyberspace like hot potatoes, which really begs the question� why would you watch the game at all?

Check out 3 of the best�


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