Actually, the official title of the commercial is, and always has been, “1984.” And it was broadcast in just a few network affiliate channels in tiny designated market areas not just to qualify for the Clios; it was equally important to test the ads out in the wild. This was because the participants in the direct screening test didn’t particularly like the ad very much.
And of course 1984 first aired before Macs, a very new, very different and revolutionary product, were stocked at retail. They needed to make the public aware of the product and give them reason to want to find out why they should like it, and for retailers to pay for the merchandise and give it excellent in store positioning, and get their sales staff revved up. To directly follow up, there were major print, outdoor, direct mail, in-store, coop TV campaigns for Mac that were not as conceptual as 1984 that ran after the Super Bowl spot. And 1984 ads were on screen in cinemas in some target markets, especially those where IBM and Compaq were big sellers. And this doesn’t even count the infinite number of times the ad has been rebroadcast, streamed, discussed, rehashed and satirized.