The Super Bowl 2018 commercials will be longer than ever before, according to ABC News. Many advertisers have bought up more than just the regular 30 second Super Bowl ad slot in NBC's broadcast of the Big Game. The extended time allows marketers to tell stories, which appears to be a big trend for Super Bowl 2018.
The long Super Bowl commercials could be the answer to the shortened attention span of consumers leading up to the Big Game. A few years ago, the social media campaigns and teasers for Super Bowl ads were the talk at the water cooler all January long. This has changed dramatically in the past two years. This year there are only two Super Bowl teasers online (M&M, Pepsi), just three weeks ahead of the Superbowl.
NBC is reportedly almost sold out of its Super Bowl 2018 ad inventory, generating $500 million in revenue for the network according to a recent LA Times report. A 30-second spot sells for more than $5 million, so Super Bowl viewers will see close to 3,000 seconds (50 minutes) of Super Bowl 2018 ads this year.
Super Bowl advertisers will be announcing their expensive commercials closer to the Big Game not just because of the shortened attention span of their target audience. Another factor is the fear of social media backlash in case the commercials hit the wrong buttons. The #MeToo campaign will have marketers review their Super Bowl ads carefully.
The Super Bowl is the biggest stage for commercials. This also can be a big danger and many brands have suffered a backlash for their ads in the past. Advertising at the 2018 Super Bowl has become even more dangerous. This also means that brands will take lower risks. Don't expect to see any risque Super Bowl ads, for instance, this year. A Carl's Jr. Super Bowl ad like in 2015 starring a topless Charlotte McKinney seems totally out of place in 2018.