Anyone who sat through Sunday’s Super Bowl LI from the opening kickoff to the final whistle in overtime can lay claim to a piece of television history, having experienced the most cluttered Super Bowl of all time, according to an analysis by Kantar Media.
TVNewsCheck reports that the program delivered 51 minutes and 30 seconds of advertising and promos, with ads accounting for 23% of the total broadcast. The 51:30 is just shy of the record of 51:40 set in 2013, but that’s before adjusting for unpaid promotional spots from Fox and the NFL.
The game featured a record-setting 41:40 in paid airtime after the promo spots are accounted for. That figure eclipses the previous high of 41:00 set in 2014. The game itself Sunday lasted 3 hours, 47 minutes, including halftime.
Kantar noted that during the regular NFL season, commercials accounted for an average of 21% of game telecasts.
“Excluding the promotional messages aired by Fox and the NFL, there were a total of 72 in-game spots aired by 58 different advertisers from 51 unique parent company owners,” TVNewsCheck reports.
“Anheuser-Busch InBev was the top advertiser with 3:30 minutes of ad time,” the report adds. “Auto was the lead category during the game, accounting for 8 spots and 7:00 minutes of ad time. Marketers sharply reduced their use of 60-second+ ads, perhaps as a concession to the rising cost of ad time. Only 14 spots were at least this long, the fewest since 2011.”