Overtime Super Bowl Delivered More Promo Time

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.

1 comment about "Overtime Super Bowl Delivered More Promo Time".
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  1. Darrin Stephens from McMann & Tate, February 8, 2017 at 11:10 a.m.

    The only additional non-program time that the overtime added was two additional minutes of national commercials. Promos and local time were unaffected by the OT.

    Anything FOX added beyond the aforemntioned two minutes was jammed into the game's regualtion time as they had pre-arranged. 

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