Helped by the first overtime game in 51 editions of the big NFL event, Fox’s “Super Bowl LI” had the second-most advertising/promo time.
Kantar Media says total non-program time -- paid advertising, NFL promos and network promos -- totaled 51 minutes, 30 seconds (51:30). Only the 2013 game had slightly more time, at 51:40.
The duration of the game -- three hours and 47 minutes, including halftime -- meant that total non-programming time accounted for 23% of the entire event. In comparison, the NFL regular-season non-programming time averages 21%.
This year’s game had a total of 41 minutes/40 seconds of paid advertising, with 2 minutes/20 seconds of NFL promos/PSAs. Network promo time was at 7 minutes/30 seconds, down from the 8:20 of a year ago. The most network promo time was in 2013, at 10:20.
Kantar says there were a total of 72 in-game spots aired by 58 different advertisers from 51 unique parent company owners.
Looking at the entire event, Anheuser-Busch brand had 3 minutes and 30 seconds of total commercial time; the T-Mobile brand was at three minutes; and Procter & Gamble, 2 minutes and 30 seconds.
This year had the fewest 60-second commercials since 2011 -- just 14 in-game paid advertising spots. Some analysts believe the ever-higher cost of media time in the big game, $5 million for a 30-second announcement, was a factor.