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Saturday, March 2, 2024

Why Fewer Ad Breaks are Coming to the Super Bowl

Feb 3, 2019; Atlanta, GA, USA; New England Patriots running back Rex Burkhead (34) runs the ball against Los Angeles Rams free safety Lamarcus Joyner (20) during the fourth quarter in Super Bowl LIII at Mercedes-Benz Stadium. Mandatory Credit: Matthew Emmons-USA TODAY Sports

Photo Credit: Matthew Emmons-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Next year’s Super Bowl might feel slightly different to viewers.

That’s because Fox will be cutting back the number of commercial breaks for the big game by one, having only four breaks per quarter instead of five, according to Brian Steinberg of Variety.

Fewer breaks, but the same amount of commercials…

Although Fox will be cutting down one whole commercial break each quarter, the four that remain will be slightly longer, allowing the broadcaster to still have the same amount of slots for advertisers even with fewer breaks in the action.

This isn’t a first for the NFL…

The league has been working with broadcast partners since last year to find new ways to deliver advertisements during telecasts. The initiative last year focused on delivering more sponsored vignettes and less “billboard” ads, a change that could be difficult at times for the networks seeing as in the past they have used the “billboard” inventory as bonuses to big-spending sponsors, according to Variety.

Why do they want to cut down? According to calculations from Streaming Observer’s Chris Brantner, the average NFL fan watches almost 24 hours of advertisements in a season.

Or other leagues…

As leagues battle for the attention of their consumers, making sure they give them less time to check their phone or change the channel has become a priority.

Earlier this year, MLB announced that it was planning to reduce each national commercial break by 25 seconds, NASCAR has been using split screen advertising since its days on ESPN back in 2011, and the NBA has done it with ESPN during timeouts.

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