Super Bowl commercials have come a long way since the very first championship game in 1967, especially in terms of price.
Back then, the cost of a commercial was around $37,500, but now, for just a 30-second ad, some companies will pay over 266 times that amount.
For Super Bowl LX, which sees a rematch between the Seattle Seahawks and the New England Patriots on Sunday, February 8, broadcaster NBCUniversal (NBCU) sold a “handful” of its advertising inventory for record-breaking sums.
In fact, NBCU confirmed last September that it sold out its ad inventory for the 2026 Super Bowl days before the NFL’s 2025-26 season even started.
How much is a 2026 Super Bowl commercial?
On average, a commercial for Super Bowl 60 is $8 million for a 30-second ad. However, according to Mike Marshall, head of global advertising for NBCUniversal, some companies have paid $10 million or more due to “the marketplace demand.”
He added that inventory became “tighter and tighter” last summer, and that due to “increased demand,” fans can expect to see more commercials “in categories such as tech and CPG,” (Consumer Packaged Goods, such as food, beverages, and toiletries).
Commercials you’ll see during Super Bowl LX
Many companies have already teased the commercials they plan to show during the big game, with Budweiser, Dunkin’, Pringles, e.l.f. Cosmetics, and many more spending the big bucks for some prime TV real estate.
Dunkin’ will feature Ben Affleck again, but for Super Bowl LX, he’ll be joined by Jennifer Aniston, Matt LeBlanc, and Jason Alexander. E.l.f’s teaser trailer sees Melissa McCarthy racing to learn Spanish for the halftime show, ahead of Puerto Rican mega-star Bad Bunny’s performance.
Pringles snagged Sabrina Carpenter for its big game commercial, and Budweiser’s efforts feature a Clydesdale, a bald eagle, and Lynyrd Skynyrd’s iconic track “Free Bird.”
Even the new F1 team, Cadillac, is hoping to drum up some fans before the start of the season with a 30-second ad.
“The ultimate goal is to build a fan base for the Cadillac Formula 1 team, and so when we think about the avenue and method of doing that, the Super Bowl serves that purpose so well in multiple different ways,” Cadillac F1’s brand advisor told AdWeek.
When is Super Bowl LX?
The 2026 Super Bowl will see the New England Patriots take on the Seattle Seahawks at Levi’s Stadium in Santa Clara, California, on February 8.
How to watch the 2026 Super Bowl
© Getty ImagesLike previous years, the Super Bowl will be broadcast live on NBC at 6:30 p.m. ET. A Spanish-language broadcast is available on Telemundo. You can also stream the game on Peacock, FuboTV, or NFL+.
Super Bowl LX halftime show
© WireImageIn September 2025, it was announced that Bad Bunny would be the first Latin male artist to headline the Super Bowl halftime show.
Speaking about his performance at Super Bowl 60, the rapper and singer said that it “goes beyond myself. It’s for those who came before me and ran countless yards so I could come in and score a touchdown. This is for my people, my culture and our history.”
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