Audiences will see more long-form ads, longer than 30
seconds, than ever before this Super Bowl, according to
- Less than 10 spots remain to be sold.
While big advertisers like Coca-Cola, Anheuser-Busch
and Kia will be running ads, others like Honda are sitting out
Digital advertising may have encouraged companies to experiment
with newer formats like six-second ads, but longer ads continue
to reign supreme at the Super Bowl.
There is more interest in longer commercials for the upcoming
Super Bowl than short-form ads from advertisers, and audiences
are likely to see more long ads than ever before, according to
“You will see more longer-form, longer than 30 seconds, than you
have in any other Super Bowl,” Dan Lovinger, executive VP of
advertising sales at NBC Universal Sports Group, said during a
press call on Thursday. “Advertisers look at this as the
ultimate platform to tell a story and storytelling takes a little
bit of time.”
The increased number of long form ads stands in contrast to the
current trend for advertisers to experiment with new, shorter
formats aimed at digital audiences. Both
brands and TV networks like have moved toward shorter ad formats
in recent months.Personal finance company SoFi, for example,
purchased six-second ad spots for a Viking-Lions NFL game in
While big advertisers like Coca-Cola, Anheuser-Busch and Kia have
already announced that they will be running ads, less than
10 Super Bowl spots remain to be sold before the game
on February 4. Meanwhile, others such as
Fiji Water have chosen to sit out this year. Back in October
2017, Lovinger had said that only a “handful” of slots
The cost of running a 30-second spot during the game is averaging
$5 million, according to Lovinger, with NBC expecting to generate
$500 million in ad revenue at the Super Bowl. This is inclusive
of both pre and post-game units and commercials during the “This
Is Us” episode following the game.
NBC is also set to fill up its coffers post the Super Bowl, with
the Winter Olympics at Pyeongchang kicking off on February 9.
Lovingersaid that he expects the Olympic games to exceed $900
million in national ad sales.