Here’s Why Advertisers Opt for Longer Super Bowl Commercials

Marketers are embracing the potential of 60- and 90-second ads

a football player
According to Kantar, there were 26 spots that lasted 60 seconds or longer during Super Bowl LIV. Getty Images

The cost of commercial airtime during the Super Bowl defies economic conventions. Even as audiences splinter because of the increasing number of different media channels—especially given the rise of social media platforms and streaming services in recent years—the cost of advertising in the Big Game continues to rise.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.