Why Super Bowl Ads Take Almost an Hour of Your Time
by Jason Notte, TheStreet
You're watching more Super Bowl commercials for longer amounts of time, and it isn't just because the games are getting longer.
Super Bowl ads took up 51 minutes and 30 second of the game's broadcast time on Fox last year
, according to market research firm Kantar Media. That includes two minutes of commercials broadcast after the Atlanta Falcons blew a substantial lead against the New England Patriots and sent the game into overtime. That block of ads in 2017 was second only to the 51 minutes and 40 seconds of Anheuser-Busch InBev, PepsiCo, Procter & Gamble and other company ads CBS ran during the blackout-extended Super Bowl in 2013.
The sheer amount of ads you're seeing is multiplying as well. Last year, according to Kantar, Fox managed to wedge 102 ads into its broadcast. That includes network promotional ads that make up 25% to 35% of all commercials broadcast during the game. That isn't a record, but only because a financial crisis forced CBS to cut ad prices in 2010 from a year earlier. As a result, CBS found itself airing 104 ads that year.
Those discounted 2010 Super Bowl ads cost $2.98 million per 30-second spot, down from $3 million a year earlier. Last year's ads average $5 million per 30 seconds and were nearly double the price companies paid 10 years ago ($2.7 million).
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