Super Bowl Ads

As I dive deeper into the world of creative design and advertising i am continually perplexed with practices I see and now, recognize. For example while watching the super bowl I noticed more ads take risks during the super bowl than any other time. I think that taking risks is crucial to making creative decisions, and when I get a job as an advertiser that's what I want to do. I want my ads to be more creative than any ads we saw this year during the super bowl. Does that mean that I'm gonna be out of a job the rest of the year?
Why do ad companies take more risks during the super bowl?
My theory is that the public is more conditioned to it during the game and not during the regular season.
What do you think?