American sports have long been built around pauses in play that double as inventory for advertisers. In 2010, the Wall Street Journal infamously calculated how the average NFL game features around 20 commercial breaks and more than 100 individual ads, with roughly an hour of screen time—about a third of the broadcast—devoted to advertising. More recently, FiveThirtyEight analysis found that the average conference championship game had 18 separate commercial breaks totaling 43 minutes, versus just over 14 minutes of actual game action.
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