A 30-second commercial during Super Bowl LX will cost between $8 and $10 million, with some late buyers reportedly paying up to $10 million—making it the most expensive advertising slot in television history. The game, pitting the New England Patriots against the Seattle Seahawks at Levi’s Stadium, is more than just football; it’s a cultural phenomenon where the commercials often rival the game itself for attention.
Record-Breaking Ad Costs Reflect Super Bowl’s Reach
Table of Contents
NBC has sold out all advertising inventory for Super Bowl LX, driven by high demand from tech, pharmaceutical, and betting companies. The escalating prices reflect the event’s unparalleled reach, expected to exceed 100-130 million viewers. These numbers include a significant audience of non-sports fans drawn in by the spectacle, the halftime show—headlined by Bad Bunny—and, of course, the commercials.
Here’s a look at the rising cost of a 30-second national spot in recent years:
- 2023: ~$7 million
- 2024: ~$7 million
- 2025: $7-7.5 million
- 2026: $8-10 million
The total investment for brands often surpasses $12-20 million per ad when factoring in production, celebrity endorsements, and promotional campaigns. While celebrity fees have seen a slight moderation due to budget constraints, star power remains crucial for generating viral buzz and long-term brand impact.
Commercials Preview: What to Expect
This year’s Super Bowl LX commercials preview reveals a surge in advertisements from the tech and artificial intelligence sectors—around 16 spots—along with a strong presence from health and pharmaceutical companies, particularly those focused on weight-loss and telehealth. Traditional food and beverage ads are expected to be slightly less prominent. Viewers can anticipate a blend of heartwarming stories, nostalgic references, and humor, though some predict a shift towards more informative advertisements.
Here’s a glimpse of the brands and concepts already generating buzz:
- Bud Light (“Keg”): Peyton Manning, Post Malone, and Shane Gillis reprise their roles from last year’s popular spot, promising more lighthearted antics.
- Budweiser (“American Icons”): The iconic Clydesdales, an American eagle, and the music of Lynyrd Skynyrd combine for a patriotic and nostalgic experience.
- Pringles: Sabrina Carpenter stars in a quirky ad where she constructs her “perfect man” (Pringleleo) from Pringles chips.
- Fanatics Sportsbook: Kendall Jenner playfully addresses the “Kardashian Kurse,” a humorous take on the perceived bad luck associated with dating members of the Kardashian family.
- Grubhub: George Clooney, directed by Yorgos Lanthimos, promotes “Eat the Fees” deals on orders over $50.
- Meta (Oakley AI glasses): Marshawn Lynch, Spike Lee, IShowSpeed, Akshay Bhatia, and Sky Brown showcase “Athletic Intelligence” for performance-enhancing smart eyewear.
- Ro (weight-loss/health): Serena Williams makes her debut as a spokesperson for the telehealth brand.
- Michelob Ultra: Kurt Russell and Lewis Pullman lead the cast, joined by Chloe Kim and T.J. Oshie.
- Squarespace: Emma Stone, directed by Yorgos Lanthimos, delivers a humorous outburst over domain names.
- Ritz: Bowen Yang, Jon Hamm, and Scarlett Johansson embark on a beach-party jet ski adventure.
- Other notables: Rocket Mortgage, T-Mobile, Dunkin’, Comcast Xfinity, Hims & Hers, DraftKings, and Novo Nordisk.
A noticeable trend is the increased use of celebrity ensembles, nostalgic themes, and a focus on wellness over traditional party-centric messaging.
Star-Studded Lineup
Celebrity appearances continue to dominate Super Bowl commercials, driving engagement and social media buzz. While some A-list fees have adjusted, stars remain a key ingredient for viral success.
- Pop/Entertainment: Sabrina Carpenter, Post Malone, Charli XCX, Rachel Sennott.
- Actors: George Clooney, Emma Stone, Bradley Cooper, Ben Affleck, Kurt Russell & Lewis Pullman, Ben Stiller, Jennifer Aniston, Matt LeBlanc.
- Sports Icons: Peyton Manning, Serena Williams, Marshawn Lynch, plus various Olympians and athletes.
- Others: Kendall Jenner, Spike Lee & IShowSpeed, Backstreet Boys.
Predictions and Emerging Trends
- AI’s Prominent Role: Tech ads featuring AI-powered products will showcase “smart” technologies, potentially shifting the focus away from traditional comedic spots.
- Health and Wellness Take Center Stage: Weight-loss drugs and narratives promoting well-being are gaining prominence, reflecting evolving cultural values.
- Nostalgia and Emotional Connections: Brands are leveraging nostalgia—through iconic imagery like the Budweiser Clydesdales and movie tie-ins—and emotional storytelling to resonate with viewers.
- Viral Potential: Sabrina Carpenter’s Pringles ad, Kendall Jenner’s self-aware Fanatics spot, and reunions like Peyton Manning’s are generating significant pre-game buzz.
- Betting Integration: For those inclined, prop bets on the most popular ad (via polls) or brand performance post-game add another layer of engagement.
Super Bowl LX commercials will air throughout the NBC broadcast, beginning around 6:30 p.m. ET, with many spots already available online for early viewing and reaction.
Which ad do you predict will be the breakout hit?
You can checkout some of the commercials here: https://youtu.be/YwKKLYXKMhI
Resources
Super Bowl LX (Patriots vs. Seahawks) takes place on Sunday, February 8, 2026, at Levi’s Stadium in Santa Clara, CA. Kickoff is at 6:30 p.m. ET (3:30 p.m. PT), broadcast on NBC and streaming on Peacock. Pregame coverage begins around 1:00 p.m. ET.
