The Series, in which the San Francisco Giants defeated the Kansas City Royals, went seven games. AFRA closely monitored Game 5.
It said that ads consumed 25% of airtime, and that additional advertising was also inescapable as the game progressed.
The broadcast of the game lasted 191 minutes (three hours plus) and included 47minutes of commercial time. There were full screen commercials between innings, with breaks running about three minutes each, as well as partial screen brought-to-you-by messages when the broadcast resumed, lasting 15 seconds and touting one of three sponsors.
It didn’t end there. AFRA stated, “People who watched the telecast were exposed to lots of visual advertising other than television advertising. There was hardly a square inch of AT&T Park that wasn’t covered with a sign or banner of some sort.”
AFRA said the 25% total compares unfavorably to the 18% ad composition of NBC’s 2014 U.S. Open broadcast.