Super Bowl ads reveal a growing preference for 60-second spots that allow time to tell a story.
If there’s ever a time people want to linger over TV commercials, it’s during the Super Bowl – and this year, advertisers will oblige, running longer spots that do more storytelling.
“It’s the one place all year you will find viewers who want to watch commercials,’’ said Geoff Klapisch, an advertising professor at Boston University.
The Super Bowl, set for Feb. 5 on NBC, with the New England Patriots playing the New York Giants, is the premier annual showcase for creative television advertising. What viewers are likely to notice is that companies are creating fewer 30-second ads, and more 60-second-and-longer spots meant to engage viewers in a story, as well as the commercial message.
There’s a “proliferation of long-form creative content’’ during commercial breaks at this year’s Super Bowl, noted Seth Winter, senior vice president of sales and marketing at NBC Sports Group, in an e-mail.