Super Bowl LVIII resulted in only the second overtime game in the history of the Big Game.
The extra period translated into newfound revenue for CBS, the network which aired the Super Bowl this year. Ten additional advertisements were featured during overtime, producing approximately $60 million in additional revenue, per Sportico.
With the additional revenue, CBS is expected to have broken the Super Bowl record for most ad sales. The network accumulated approximately $635 million during the four quarters of regulation time. When that figure is combined with the overtime windfall, CBS’s total ad revenue for the game approaches $700 million.
It took the Kansas City Chiefs 14 minutes and 57 seconds of game time to secure the 25–22 win over the San Francisco 49ers, which allowed CBS to show the additional 10 ads.
Mark J. Rebilas/USA TODAY Sports
During the only other overtime game in Super Bowl history, on Feb. 5, 2017, on Fox, the playoff overtime rules were different. The New England Patriots scored on the first possession to win without allowing the Atlanta Falcons to get the ball in overtime. Fox aired just four additional ads during that overtime because of how quickly the Patriots scored.
CBS was prepared to roll out extra advertisements in case of more commercial breaks or overtime. These slots were sold for a discounted price. A number of the ads during overtime ended up being repeats or new versions of commercials shown earlier in the game, including Verizon’s “Beyoncé Breaks the Internet” ad.
