Changes are coming to next year's Super Bowl broadcast.
In an effort to improve the viewing experience of Super Bowl LIV, FOX will reduce the number of commercial breaks in each quarter from five to four, Alexandra Bruell of the Wall Street Journal reported. The total number of ads will remain largely unchanged though, as each break will run longer than in previous years.
"Together with the NFL, we are always looking to improve the product and the league's research has proven that fewer breaks will optimize the viewing experience," Seth Winter, executive vice president for FOX Sports ad sales, said in a statement.
"As it relates to Super Bowl LIV, the game has always been the pinnacle of long-form creative storytelling, and we are excited to see what advertisers produce."
FOX is reportedly seeking around $5.5 million per 30-second spot for Super Bowl LIV, an increase of 3.8 to 7.8 percent from what CBS sought for various spots during the Super Bowl this year, Variety's Brian Steinberg reported.
Super Bowl LIV will take place Feb. 2, 2020, at Hard Rock Stadium in Miami.
