National Football League

Super Bowl sets record with 48 minutes of ads

Published Feb. 8, 2010 6:25 p.m. ET

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Think Sunday night's Super Bowl seemed like it had a lot of ads? You're right. Commercials took up nearly 48 minutes of the game - the most for any Super Bowl.

Research firm Kantar Media says the amount of ads that aired on CBS was nearly 3 minutes longer than last year's total, the previous record holder.

The game brought an unusual number of shorter, 15-second ads as marketers looked to keep their costs low but still be in the advertising world's biggest event.

Commercials typically come in 30-second blocks - which sold this year for between $2.5 million and more than $3 million. But Kantar says seven of this year's 66 ads were just 15 seconds long. That's the most since 2002.

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