This year, 30-second commercials in the Super Bowl went for more than $8 million; however, for some brands, that simply wasn’t enough time.
Dunkin’, Pfizer, T-Mobile, Uber Eats, and TurboTax were some of the brands that opted for 60-second and 90-second ads this year. Jeep even bought two minutes of ad time in the fourth quarter.
But when it comes to ads, does length or storytelling matter more?
ADWEEK spoke with several media buyers and advertising insiders to get their insight on whether longer ads are better and what to consider in the Big Game.
According to Adam Schwartz, svp of investment, sports, Horizon Media, brands should focus on creating commercials that resonate with viewers, and if they feel they need extra time to tell a story that brings people in, they should go for it.
“The longer time you have, the more ability you have to tell that story overall,” Schwartz told ADWEEK. “That’s why I think you’ve seen a lot of people buying 60-second spots and sometimes even two-minute creatives in order to really, really tell that story.”
Even if advertisers have to shell out more for a longer ad, that can still equate to a good value, depending on what the brand does with the time.
“Longer spots help separate the advertiser from all the other spots and are usually eye-catching and memorable,” Joy Howle, media supervisor at FerebeeLane, said. “For me, the standout spot was Nike’s 60-second ad, whose longer time drew me in.”
It’s worth noting that, even if brands opt for 30-second ads, many put extended cuts online, which is what Disney+ did this year in its “What If” ad, which had a 60-second version released ahead of the Super Bowl and a 30-second version debut during the game.
Kevin Collins, evp, sports marketplace strategy, IPG Mediabrands, explained that advertisers have options if they have solid creative.
“If a brand has the budget and great creative, many are willing to cut two minutes worth of creative to fit a 30-second ad spot,” Collins said. “They can always keep the stock footage and consider buying another 30 or 60. In some cases, I’ve seen advertisers make it a 120-second spot when it’s creative they really love.”