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

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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.

At the time of this writing, Adweek sources indicated that this year’s game would contain five 45-second spots, six lasting 60 seconds and three with a 90-second duration, with ads for Bud Light, Burger King, HBO, and Google, plus the upcoming Fast & Furious Presents: Hobbs & Shaw and Toyota, all among the longer-form interludes.




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