That large (and largely trademarked) sporting event is this weekend. In honor of its reputation for massive advertising, Lisa Wade tipped me off about this interesting content analysis of last year’s event by the Media Education Foundation.
MEF watched last year’s big game and tallied just how much time was devoted to playing and how much was devoted to ads and other branded content during the game. According to their data, the ball was only in play “for a mere 18 minutes and 43 seconds, or roughly 8% of the entire broadcast.”
MEF used a pie chart to illustrate their findings, but readers can get better information from comparing different heights instead of different angles. Using their data, I quickly made this chart to more easily compare branded and non-branded content.
One surprising thing that jumps out of this data is that, for all the hubbub about commercials, far and away the most time is devoted to replays, shots of the crowd, and shots of the field without the ball in play. We know “the big game” is a big sell, but it is interesting to see how the thing it sells the most is the spectacle of the event itself.
Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow his work at his website, or on BlueSky.
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It’s fascinating to see how much of the broadcast during such a massive sporting event is devoted to everything but the actual game. This breakdown really highlights how the spectacle itself, along with the branding and storytelling around it, becomes the main attraction. Similarly, in the world of apps and gaming, tools like Lulubox pro download play a pivotal role in enhancing user experience. Just as advertisers capitalize on every second of airtime to engage audiences, Lulubox optimizes gameplay by unlocking premium features and improving functionality, making sure every moment spent in an app feels worthwhile and immersive.