The NFL and Fox will make an effort to improve the Super Bowl-viewing experience — but not, of course, at the expense of profits.
Fewer commercial breaks, but not fewer commercials
Via John Ourand of Sports Business Journal, Super Bowl LIV will have fewer commercials breaks than in previous years, though not fewer commercials.
For the first time in decades, the NFL and Fox, which will broadcast Super Bowl LIV next February, will have four commercial breaks per quarter, down from five.
Each break will be 30 seconds longer, however, and the league and the network say viewers will barely notice the added time.
Ourand writes that the league approached Fox with the idea, and had research showing that viewers felt game pace was better with fewer breaks.
Players will likely agree.
“For several years now, we have been working with our broadcast partners to make changes to our game broadcasts that are intended to improve the viewing experience,” NFL vice president of broadcasting Cathy Yancy said. “We’ve seen positive results from these efforts.”
Over the last two years, other NFL playoff games on all networks have had four ad breaks per quarter.
One ‘floating’ break remains
Fox will be able to have one “floating” break, which can be used for unscheduled stoppages, like for an injury.
Fox executives don’t believe the change will impact ad sales.
Companies spend months crafting just the right commercial to air during the Super Bowl, and pay handsomely to do so: Fox will charge between $5.5 million to $6 million per 30-second spot. That’s roughly what CBS commanded for Super Bowl LIII.
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