Shorter Super Bowl Ads Grow As Minute-Long Spots Dip

While Super Bowl brand ad minutes are on the upswing, the average length of a Big Game ad has been decreasing over the last few years, according to iSpot data. With only so many ad minutes available whistle-to-whistle, this has made space for more brands to get in on the action.

• From 2010-2024, the average Super Bowl ad was 41 seconds.
• Average ad length peaked in 2020 at 45 seconds, while last year’s Super Bowl average was 39 seconds.  
• 64% of last year’s Super Bowl ads were 30 seconds long, up from 57% in 2023. 
• On the flip side, the share of spots that were one minute or longer has been steadily decreasing, from 49% in 2020 to 29% in 2024. 
• Currently, there are five brands confirmed for 60-second spots for Super Bowl LIX (Hims, Novartis, Uber Eats, Bud Light and MSC Cruises).

Check out more Super Bowl insights from iSpot and other Measure partners in our special Super Bowl hub.