The TV network that airs the Super Bowl in any given year doesn't let rival broadcasters buy big-game time to promote their newest series. Yet, starting in the mid 2010s, they opened their doors to streaming video platforms, which are arguably bigger threats, to advertise original series.

Hulu, Netflix and Amazon Prime Video all used NBC's airwaves during the 2018 Super Bowl to promote their programming. Here Hulu hypes "Castle Rock," a 10-episode series slated for the summer, based on Stephen King novels and produced by J.J. Abrams. Amazon Prime promoted its "Tom Clancy's Jack Ryan" series. And Netflix advertised "The Cloverfield Effect," a new installment in the "Cloverfield" franchise begun with the 2008 movie of the same name. 

Hulu used the 2017 Super Bowl, which aired on Fox, to promote its critically acclaimed drama "The Handmaid's Tale." Its prior Super Bowl ads, before it had much original programming to speak of, talked up the service in general with pitchmen Alec Baldwin ("Alec in Huluwood") and Will Arnett ("Huluboratory").

Super Bowl networks also sometimes let cable networks advertise in the game. The History Channel, for example, was able to promote "Swamp People" in 2012 ("This Is Your Boss").

Hulu released this spot on Feb. 1, three days before the game.

BRAND: Hulu

YEAR: 2018

AGENCY: internal

SUPERBOWL: LII

QUARTER AIRED: Q1