Why Advertisers Went Long at Super Bowl LIII

Brands like Bud Light, Burger King and Microsoft dared to go beyond the usual 30-second spot

What helped the agencies pull this thing off was that one world (Bud Light's realm) was inspired by the other. Bud Light/Game of Thrones

Even with air time during Super Bowl LIII costing advertisers north of $5 million per 30 seconds, some brands still decided to go long. Last week, it was reported that Big Game broadcaster CBS was working with several advertisers to adjust the run time of their spots, with some looking to extend their screen time to either 45- or 60-second slots.

@ronan_shields ronan.shields@adweek.com Ronan Shields is Adweek's programmatic editor.