Super Bowl ads have become as highly anticipated as the game itself, but in 2020, there will be fewer of them — though they will be longer.

The NFL and Fox have agreed to cut back on the number of commercial breaks, with each quarter now featuring four instead of five.

Those breaks will be longer, however, running two and a half minutes instead of just two. The net number of ads should remain the same.

This is the first significant change to the format of the Super Bowl broadcast for three decades. The NFL has been testing the fewer-but-longer breaks during regular post-season games.

"For several years now, we have been working with our broadcast partners to make changes to our game broadcasts that are intended to improve the viewing experience,” NFL VP/Broadcasting Cathy Yancy said. “We’ve seen positive results from these efforts.”

Super Bowl ads represent big, big money. CBS, which aired February's game, took in $382 million in revenue, according to an estimate by Kantar Media.