"According to a source familiar with the matter, Monday night's game had so many breaks that Fox, which is broadcasting the series, went through its entire national inventory by the 13th inning, running out of spots because it went on for so long. From there, the network ran several promos from that point on until the 18th inning. While a normal game usually runs around 76 commercials, the source said that around 108 spots ran on Monday night."
"What typically happens from a ratings perspective is that the network can cut off the game and split it into two sets of viewership numbers: one where it starts at the beginning of the game at around 5:15 p.m. ET and goes until 12:30 a.m. ET. And then there's the entire game from start to finish: Monday night's Game 3 ended around 3 a.m. ET."
Extra-inning Major League Baseball games can exhaust national advertising inventory due to frequent unplanned breaks and pitcher changes that lengthen broadcasts. Game 3 of the World Series lasted 18 innings and six hours and 39 minutes, prompting Fox to use its entire national inventory by the 13th inning and run promos thereafter. A typical game runs about 76 commercials, while Monday night's game ran about 108 spots. Networks may split viewership reporting into different time windows when games extend past scheduled hours. Viewer counts typically decline as games run late, reducing the effectiveness of late ad placements.
Read at Fast Company
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