Is it a smart move for companies to release their Super Bowl ads early?

Doesn't seem like a smart move to me. They won't be as "special" now. But then again, my advertising/marketing knowledge is basically 0.
I've been posting, just not much on the GB. There haven't been too many conversations or topics that have piqued my interest on here lately.
The best commercial I saw all day was the full version of Nate, the little kid planning on taking not only Cam Newton's job, but also becoming Ma Newton's favorite player. Love that one.