I am well aware of the fact that we already have one list of this years Super Bowl commercials listed only a few articles down. Evidently that is only a list of advertisers. Sports Business Daily has released a schedule of advertisements as they are set to appear during the game.
Going by this information, it looks like we will see the first footage of Captain America: The First Avenger and the first television spot for THOR back to back sometime late in the second quarter.
ADVERTISER LENGTH (SECONDS) AGENCY (CREATIVE)
FIRST QUARTER
A-B InBev (Bud Light) :30 DDB, Chicago
A-B InBev (Bud Light) :30 Cannonball, St. Louis
Audi (A8) :60 Venables Bell & Partners, S.F.
General Motors (Chevy) :30 Goodby, Silverstein & Partners, S.F.
General Motors (Chevy) :30 Goodby, Silverstein & Partners, S.F.
GoDaddy :30 In-House
Hyundai (Elantra) :30 Innocean Worldwide Americas (In-house)
Kia (Optima) :60 David&Goliath, L.A.
NFL ("Path to Primetime" draft coverage) :10 In-house
PepsiCo (Brisk Iced Tea) :30 Mekanism, N.Y./S.F.
SECOND QUARTER
A-B InBev (Budweiser) :60 Anomaly, N.Y.
BMW (clean diesel) :30 Kirshenbaum Bond Senecal + Partners, N.Y.
BMW (X3) :30 Kirshenbaum Bond Senecal + Partners, N.Y.
Bridgestone :30 The Richards Group, Dallas
Carmax :30 Amalgamated, N.Y.
Coca-Cola :60 Wieden + Kennedy, Portland
General Motors (Chevy) :30 Goodby, Silverstein & Partners, S.F.
General Motors (Chevy) :30 Goodby, Silverstein & Partners, S.F.
Motorola Mobility (Xoom) :60 Anomaly, N.Y.
Paramount Pictures ("Transformers:Dark of the Moon") :30 In-house
Paramount Pictures ("Super 8") :30 In-house
Paramount Pictures ("Thor") :30 In-house
Paramount Pictures ("Captain America: The First Avenger") :30 In-house
Teleflora :30 Fire Station, L.A. (In-house)
Volkswagen (Passat) :30 Deutsch, L.A.
THIRD QUARTER
A-B InBev (Stella Artois) :60 Mother, London/N.Y.
Best Buy :30 Crispin Porter + Bogusky, Boulder
BMW Mini Cooper :30 Butler, Shine, Stern & Partners, Sausalito
CareerBuilder.com :30 In-house
Carmax :30 Amalgamated, N.Y.
Cars.com :30 DDB, Chicago
Coca-Cola :60 Wieden + Kennedy, Portland
Disney Studios ("Pirates of the Caribbean: On Stranger Tides") :30 In-house
E*Trade :30 Grey, N.Y.
Groupon :30 Crispin Porter + Bogusky, Miami
HomeAway :30 Vendor, Austin
Hyundai (Elantra) :30 Innocean Worldwide Americas (In-house)
Mars (Snickers) :30 BBDO, N.Y.
NFL (brand) :60 Grey, N.Y.
FOURTH QUARTER
A-B InBev (Bud Light) :30 DDB, Chicago
Bridgestone :30 The Richards Group, Dallas
Cars.com :30 DDB, Chicago
General Motors (Chevy) :30 Goodby, Silverstein & Partners, S.F.
GoDaddy :30 In-house
Hyundai (Sonata) :30 Innocean Worldwide Americas (In-house)
Mercedes-Benz :60 Merkley+Partners, N.Y.
NFL ("Path to Primetime" draft coverage) :10 In-house
Paramount Pictures ("Rango") :30 In-house
Relativity Media ("Limitless") :30 In-house
Skechers :30 In-house
Twnetieth Century Fox ("Rio") :30 In-house
Universal Pictures/Dreamworks ("Cowboys and Aliens") :30 In-house
Volkswagen (Beetle) :30 Deutsch, L.A.
TO-BE-DETERMINED
Chrysler n/a Wieden + Kennedy, Portland
PepsiCo (Pepsi Max)* :30 Consumer-generated
PepsiCo (Pepsi Max)* :30 Consumer-generated
PepsiCo (Pepsi Max)* :30 Consumer-generated
PepsiCo (Doritos)* :30 Consumer-generated
PepsiCo (Doritos)* :30 Consumer-generated
PepsiCo (Doritos)* :30 Consumer-generated
NOTES: Chart is intended to reflect only spots set to air during actual game. Pregame, halftime and postgame spots are not included. * = Of the six consumer-created spots for Doritos and Pepsi Max, five spots will air some time during the first half and one will air during the second half.
UPDATE: According to (((Box Office Mojo))) the Captain America:The First Avenger spot will air during the two minute warning just before halftime. This has not been confirmed anywhere else that I have found, so take it for what it's worth.