Kantar Media: Super Bowl LI Was Second Most Cluttered Game

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Super Bowl LI was exciting at the end but cluttered throughout with advertising and promotion, according to research company Kantar Media.

Kantar Media counted 51 minutes and 30 seconds of commercials and promos during the broadcast, accounting for about 23% of air time, the second most on record. The only game that topped Super Bowl LI in clutter was the 2013 contest, which included 51 minutes and 40 seconds worth of clutter.

Fox’s broadcast included 41 minutes and 40 seconds worth of time for brand commercials, 2:20 for NFL promos and public service announcements, and 7:30 for network promos.

During the regular season, advertising and promotion averaged about 21% of air time.

Anheuser-Busch InBev was the top advertiser with four units totaling 3 minutes and 30 seconds. Also taking four units were Deutsche Telekom and Procter & Gamble, but their units were smaller, totaling 3 minutes and 2:30 respectively.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.