If it feels like youre watching more commercials during this Sunday's Super Bowl than ever before, your hunch is right.

The most valuable advertising time on television has surged almost 20 percent, to about 50 minutes of ad time last year, up from fewer than 42 minutes per Super Bowl a decade ago, according to Kantar Media.

Its not only beautifully crafted ads from top marketers such as Anheuser-Busch that are taking up more ad time. The NFL and the network airing the Super Bowl have also given more time to their in-house ads, Kantar found. Driving the longer ad time is demand from advertisers each shelling out a record $4 million for a 30-second spot as well as a desire from the NFL and TV networks to strut their in-house promotions, given the game reliably draws more than 100 million viewers.

Play Video

Running security for this year's Super Bowl is a multi-front challenge that has New York Police Commissioner Bill Bratton and FBI Assistant Direc...

For marketers, the Super Bowl can be a make or break event. Apple (AAPL) captured the imagination of a generation with its lauded 1984 ad, which ran the same year and introduced the Macintosh computer.But others werent so successful, such as athletic shoe company Just for Feet, which ran a reviled ad in the 1999 Super Bowl. It later went out of business.

Part of the time bloat is due to advertisers opting for longer commercials.

Take Chrysler. In each of the last two Super Bowls, the automaker has opted to air two-minute ads, a length thats rarely seen on television. Last year, the automaker won kudos for its moving spot featuring a voice-over from the late radio legend Paul Harvey.

Chrysler wasnt alone in going long -- it was one of 15 advertisers last year airing spots that ran for 60 seconds or longer. By comparison, only 10 commercials were longer than one minute in 2010, Kantar found.

Play Video

Read more from the original source:

More Super Bowl airtime than ever is devoted to ads