Those who believe that Super Bowl advertising is nearing a peak in pricing and popularity will find additional evidence to support their case in the data that Kantar Media just released about yesterday’s game. Ads and promotions filled 23% of the air time at 48 minutes and 25 seconds — 50 seconds less than in 2014. That makes it the third most cluttered game ever although 2013 was an oddity: CBS repeated an ad pod when the stadium lights went out.

When you take out NFL and NBC promos, the paid ad time at 39:45 (minutes:seconds) was down :15 from the paid ad record set in 2014.

2015 Super Bowl ad clutterBut 56% of last year’s buyers — 22 out of 39 parent companies — didn’t return in 2015. That tied last year’s attrition rate and means 2015 and 2014 had the highest Super Bowl dropout rates since 2005. Indeed, 32% of the 41 parent companies in yesterday’s telecast were first-timers, up from 23% in 2014 and 18% in 2013.

Yesterday also saw the second highest number of ads that lasted at least a minute with 21. That was one less than in 2014, but way ahead of previous years: there were just 15 in 2013 and 2012, and 10 in 2011.

 

Per usual, auto makers were the top advertisers with six companies buying 11:00. They were followed by three movie studios with 4:00 and then Anheuser-Busch InBev with 3:30 for its beers.

As you might imagine, the advertisers who got the biggest bang for their outlays were those at final ad break — which came at the two minute warning before the game’s thrilling conclusion.  Wix.com, Victoria’s Secret, and uCool’s “Heroes Charge” game had good reason to cheer.