This year, 30-second commercials in the Super Bowl went for more than $8 million; however, for some brands, that simply wasn’t enough time. Dunkin’, Pfizer, T-Mobile, Uber Eats, and TurboTax were some of the brands that opted for 60-second and 90-second ads this year. Jeep even bought two minutes of ad time in the fourth quarter.

But when it comes to ads, does length or storytelling matter more?

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It all comes down to quality, explained Marcy Greenberger, chief investment officer at UM. “Based on the various published scorecards and trackers rating this year’s ads, a mix of 30 and 60-second spots ranked highest,” Greenberger said. “With a 30-second ad costing upwards of a reported $8 million, a brand willing to pay two to three times that to air a longer spot should feel confident that it’s created an engaging, entertaining, and/or meaningful ad that will resonate with audiences.”

Read more in Adweek.