Here's Why Advertisers Opt for Longer Super Bowl Commercials

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

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.

According to Kantar Media data, the price of a 30-second spot rose 107% between 2008 and 2020, when half a minute of airtime during the Big Game set advertisers back $5.6

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