Super Bowl Brand Ad Minutes Up 30% Since 2010
For many people, the Super Bowl’s appeal isn’t just about the game, but the ads. Over the last few decades, brands have really leaned into the creative aspect of Big Game ads, using humor, celebrities and pop culture references to delight viewers.
For many people, the Super Bowl’s appeal isn’t just about the game, but the ads. Over the last few decades, brands have really leaned into the creative aspect of Big Game ads, using humor, celebrities and pop culture references to delight viewers. And as one of the few remaining tentpole TV events basically guaranteed to draw an enormous audience, the value of having a Super Bowl spot can’t be denied.
Data from iSpot reveals that brand ad minutes during the Super Bowl have been rising over the years, up 30% since 2010. (Note: brand ad minutes refers to nationally airing ads and excludes movie trailers and TV promos.)
- Since 2010, the Super Bowl has averaged about 37 minutes, 13 seconds of brand ad time.
- Last year’s Super Bowl LVIII, between the 49ers and Chiefs, had the most brand ad minutes since 2010 (43 minutes, 45 seconds). It was one of only two Big Games that have gone into overtime.
- The other one with OT was Super Bowl LI in 2017, where the Patriots mounted an impressive late game comeback to defeat the Falcons. That game had 36 minutes, 30 seconds of brand ad time.
Check out more Super Bowl insights from iSpot and other Measure partners in our special Super Bowl hub.
