Fox and the NFL are reportedly cutting back on the amount of commercial breaks – limiting the interruptions to four times per quarter rather than the traditional five. That said, there will still be the same number of Super Bowl ads.

“This change in format will be the first-ever for a Super Bowl and we’re proud to pioneer this effort together with the NFL,” said Seth Winter, executive VP Fox Sports ad sales.

According to reports, the four breaks will be longer and the total number of ad minutes in the game will be unchanged. The NFL used a similar format during NFL playoff games in 2017 and 2018, but it hasn’t been utilized in the Super Bowl in the modern era.

Per Variety:

“Fox is seeking $5.5 million for a package that includes a 30-second ad in its linear broadcast as well as time in the live-stream of the game and a Spanish-language broadcast, according to people familiar with negotiations. That would mark a jump of 3.8% to 7.8% from what CBS sought for this year’s broadcast of Super Bowl LIII. CBS pressed for $5.1 million to $5.3 million for an ad package in the game. What each sponsor ultimately pays is of course part of a larger discussion.”

Fox and the NFL have research that shows having fewer breaks improves both the in-stadium and TV experience for fans.

As long as it doesn’t affect their revenues, they’ll do it. 

If it affected their bottom line, they couldn’t care less about viewer enjoyment.  

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