Super Bowl Features Record Amount of Ads

Super Bowl XLIV featured a record-setting amount of network commercial time, according to a report issued by Kantar Media.

Between the opening kickoff and the final whistle, CBS aired 47 minutes, 50 seconds of advertising messages, almost three minutes more than the 2009 game, which held the previous record. The figures include paying sponsors, messages from the NFL and promotional plugs for upcoming CBS shows. The past five games now occupy the top-five spots in terms of Super Bowl ad clutter, per Kantar.

There were 41 paid advertisers in the game that aired a total of 66 different messages. The top four advertisers in terms of total ad time were Anheuser-Busch InBev, Hyundai, Coca-Cola and PepsiCo. This group accounted for 25 percent of the total paid ad time.

There were nine first-time advertisers in the game: Electronic Arts; Focus on the Family; Google, HomeAway.com; KGB (Knowledge Generation Bureau); Monsanto, Papa John’s; Skechers USA and Qualcomm’s Flo TV service, according to Kantar.

There were seven 15-second spots in the game, the most since 2002.

Almost two-thirds (63 percent) of this year’s sponsors fell below the top 200 advertisers, a record for a Super Bowl, per Kantar.

Dot-coms were the biggest category in this year’s game with 5 minutes and 45 seconds of time, followed by autos and beer, each with 5:30.

Motion pictures had their smallest footprint in at least a decade, with just two minutes and 45 seconds of time, compared to 7 minutes last year.