Remember Master Lock’s one-second, blink-and-you’ll-miss-it Super Bowl ad of 1998? In 2012, you’ll be able to leave the couch, grab a beer from the fridge and make it back in time to catch the end of several of the game’s spots. (Not that you would, of course.)
After years of grinding out TV commercials that are increasingly brutish and short, advertisers seem to be going long. That trend is most evident in the Super Bowl broadcast to air Feb. 5 on NBC, where sports ad-sales chief Seth Winter expects more ads that are longer than 30 seconds.
“You’re going to see the art form of storytelling take on a greater role in the Super Bowl,” Mr. Winter said.