• by Wayne Friedman , February 1, 2017

Pre-Super Bowl TV commercial activity — including teaser TV spots for upcoming commercials —has been heating up over the last week or so.

The biggest Super Bowl TV commercial now on the air is "Humpty Fall," a teaser TV spot for TurboTax with some $4.6 million in estimated national TV media spend, registering 87.9 million total TV impressions — linear, time-shifted, VOD and other networks — according to iSpot.tv.

P&G’s Febreze’s “Halftime Bathroom Break in Coming” is in second place with an estimated $1.2 million in national TV spend and 47.9 million TV impressions. Snickers' teaser spot “Horse Casting” comes in at 25.4 million TV impressions, with a $488,277 in national TV spending.

Tide’s Super Bowl teaser commercial: “Gronk’s Cleaners Discount,” featuring Rob Gronkowski, has scored 20.1 million TV impressions and $343,241 in national TV media spend. Squarespace’s “Who is John Malkovich,com” posted 6.7 million TV impressions and $151,618 in national TV media spend.

Looking at online views, two Pepsi teaser spots have been registering top results. One called “Party Planner” has gained 14.4 million online views, while another, “Party Poopers,” has 6.5 million online impressions.

TurboTax “Humpty Dumpty Falls” was also big online -- pulling in 12.8 million views -- second to the Pepsi “Party Planner” spots.