In this commercial age, watching the ads broadcast during the Super Bowl can be nearly as entertaining for some as watching the pigskin move up and down the field. To capitalize on this trend, Yahoo, Google, iFilm, and other Internet sites plan to feature TV commercials from the game during and after the event on Sunday in Detroit.

Yahoo plans to provide links to the ads from its video home page, the Associated Press said Thursday. The videos will be hosted on iFilm.com, a site that Viacom’s MTV Networks acquired last October.

The iFilm site already offers links to Super Bowl commercials from last year, and the company has been carrying online versions of the ads since 2002.

While the ads will be running after they are initially broadcast on TV, where ABC is charging advertisers a record average cost of $2.5 million for each 30 seconds, some will be available even before the game ends.

Google is also getting into the big game by running the ads on its video site. Even the National Football League is going to run the ads on its web site, NFL.com, according to Thursday’s edition of The New York Times. Other sites that will be running the ads include ESPN.com.

Shares of Yahoo dropped $0.62 to $34.38 in recent trading, while shares of Google climbed $1.64 to $403.42.

Rotating the Videos

As the commercials become available on TV, iFilm will convert them to a format that can be viewed online and will post them on the web.

“They’ll give us a heads-up and we’ll be pulling it up on our home page,” said Ethan Fassett, Yahoo’s product manager for video search.

Editors at Yahoo will be watching the game and deciding which commercials should occupy one of the slots on the video home page. Mr. Fassett said Yahoo hopes to show a commercial online within an hour after it is first aired during the game.

He expects much of the traffic to the Yahoo site to come after the game is over, although he admits that “depends on how good the game is.”

Mr. Fassett anticipates there will be an uptick in traffic on Monday morning when people arrive back in their offices and start discussing the game and the memorable commercials they saw. In most cases, Yahoo tries to rotate the content on its video home page on a 24-hour basis, but in the case of the Super Bowl, it will probably leave the clips on the page for a longer period.

“If there’s a lot of interest, we’ll keep them up longer,” said Mr. Fassett. “After interest wanes, we’ll take them down, but they will still be available in our index and users can search in our index. We have a slew of old commercials there through our relationship with iFilm.”

The official Super Bowl XL site already features some videos, although the commercials there right now mainly seem to be for the game itself between the Pittsburgh Steelers and Seattle Seahawks. The videos are mostly highlights of past Super Bowl games going back to Super Bowl I in 1967.

Several advertisers are planning to feature the ads on their own web sites. The ever-popular Budweiser ads from Anheuser-Busch will be available for transfer to a computer or a video-enabled Apple iPod, courtesy of an application from Maven Networks, according to the AP.

Other ads will be available for download to Sprint cell phones.

And some advertisers are taking their Super Bowl ads to be screened at movie theaters after the game. The costs of creating a Super Bowl commercial can often run into the millions, apart from the expense of paying for the TV time.

Burger King plans to showcase a minute-long musical production number featuring the “Whopperettes” dance troupe, created by the advertising firm Crispin Porter + Bogusky.

Burger King and General Motors’ Cadillac division also intend to provide behind-the-scenes footage of how their commercials were created along with deleted scenes, according to the Times.

The big game will feature a half-time show headlined by the Rolling Stones, taking over the featured spot from Paul McCartney last year.

It’s unclear whether the half-time show will also be available as an Internet video, although video footage of the infamous Justin Timberlake and Janet Jackson wardrobe malfunction became a big hit on the Net two years ago.