The ad inventory in next month’s Super Bowl, which has been sold out since mid-November, includes spots of all sizes: 15 seconds, 30 seconds, 60 seconds, even 90 seconds. Well, almost all sizes: Fox did not sell any six-second ads in the game.
“We’re very mindful of clutter,” explained Seth Winter, evp of sports sales for Fox Sports. “And frankly, I think six-second ads are clutter.”
Fox isn’t the only one in the industry moving away from a linear ad format that was seen as revolutionary when it was introduced—ironically, by that very same network—just 2 1/2 years ago.
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