Ads are longer, stakes higher, for Super Bowl commercials
When Patrick Wendell tunes into the Super Bowl on Feb. 5, he won’t be just seeing the Patriots play. He’ll be watching longer super ads. “I love seeing the new ads that come out,’’ said Wendell, 31 of Yarmouth. Viewers will be seeing longer length commercials such as 60-second spots as companies embrace long-form commercials and storytelling in the largest televised event of the year. Advertising analysts point to the breakout success of last year’s Volkswagen Passat ad, which featured a boy in a Darth Vader costume, and Chrysler Corp’s spot with rapper Eminem for the surge in 60-second ads. Those auto ads were among viewer favorites because the commercials delivered their messages in an engaging way, analysts said.