Why Advertisers Went Long at Super Bowl LIII

by Ronan Shields, AdWeek

Brands like Bud Light, Burger King and Microsoft dared to go beyond the usual 30-second spot

Even with air time during Super Bowl LIII costing advertisers north of $5 million per 30 seconds, some brands still decided to go long. Last week, it was reported that Big Game broadcaster CBS was working with several advertisers to adjust the run time of their spots, with some looking to extend their screen time to either 45- or 60-second slots.

At the time of this writing, Adweek sources indicated that this year’s game would contain five 45-second spots, six lasting 60 seconds and three with a 90-second duration, with ads for Bud Light, Burger King, HBO, and Google, plus the upcoming Fast & Furious Presents: Hobbs & Shaw and Toyota, all among the longer-form interludes.

The rise in longer spots points to a continuing trend. Per Kantar Media’s research, the number of spots that were 60 seconds or longer rose from 19 percent of all ads in 2017 to 31 percent a year later. Similarly, ads that were “other lengths” accounted for 3 percent of all spots in 2017 and 7 percent in 2018.

The number of ad slots with a run time of 15 seconds or less, meanwhile, accounted for 11 percent of all commercial ads during Super Bowl LII—with 6-second ad formats a popular tactic adopted from social—according to Kantar Media Research.

But 30-second slots remain the go-to option, representing 51 percent of all commercial breaks during 2018’s Big Game.

Read the full article from AdWeek

Read Kantar Media's full Super Bowl LIII post-game analysis


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