Super Bowl 60 delivered its usual mix of football spectacle and advertising flash, with brands paying record-setting prices to reach one of the largest television audiences of the year.
The championship game, broadcast on NBC and simulcast on Peacock, featured a lucrative slate of commercials that underscored the continued value of live sports in an increasingly fragmented media landscape. NBC sold out of its advertising inventory at an average of about $8 million per 30-second spot, with as many as 10 slots reportedly topping $10 million.
Peacock viewers also saw a handful of streaming-specific ads, reflecting a growing trend as digital-only commercial placements gain traction, particularly among smaller or emerging brands looking for a foothold in the Super Bowl spotlight.
Another fast-rising trend surrounding this year’s game was the emergence of prediction markets. Platforms such as Kalshi and Polymarket have surged in popularity, allowing users to trade on outcomes tied to politics, pop culture, news and sports. Ahead of kickoff, Kalshi hosted trades predicting everything from which brands would advertise to what songs halftime performer Bad Bunny might sing, as well as game-related statistics.
As always, celebrity-driven humor and high-concept storytelling dominated the most talked-about commercials.
Dunkin’ returned with another installment of its “Good Will Dunkin’” campaign, leaning heavily into star power and comedy. Instacart grabbed attention with an offbeat spot featuring singer Benson Boone alongside actor Ben Stiller, blending unexpected celebrity pairing with playful energy.
Food took center stage as well, with Matthew McConaughey and Bradley Cooper headlining a comedic ad built around a “foodball” conspiracy, continuing the Super Bowl tradition of absurd humor tied to snacks and game-day rituals.
Pepsi scored one of the night’s more nostalgic moments by winning over a longtime Coca-Cola mascot, signaling yet another chapter in the enduring rivalry between the soda giants.
Telecom and technology brands also made their mark. William Shatner appeared in an ad focused on fiber internet, while actor Chris Hemsworth took a more serious turn by spotlighting concerns over the risks and rapid growth of artificial intelligence.
Health and pharmaceutical companies continued their strong Super Bowl presence as well. Novartis drew notice with a campaign encouraging viewers to ease up on stress — and tight ends — using sports wordplay to push its message.
Source: CNBC