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When a Super Bowl ad fetches between $6.5 million to $7 million for just 30 seconds of airtime, it’s no wonder many brands opt to run short versions of their commercials on game day. But shorter doesn’t always mean better, a phrase that rang especially true this year.
Most of the Super Bowl 58 ads that proved popular among critics and consumers were the 60- or 90-second versions that never aired on TV, while some of the 30-second cutdowns that ran during the broadcast fell flat.
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