Companies looking to reach one of the largest television audiences of the year are paying record sums for advertising time during Sunday’s Super Bowl 2026 broadcast.
According to AdWeek, a 30-second commercial spot during Super Bowl LX is expected to cost about $8 million, reflecting the soaring value of the NFL’s championship game as a marketing platform. NBCUniversal, which is carrying this year’s broadcast, is reportedly seeking that price per ad, along with a matching $8 million commitment across other major sports programming, including NBA games and the 2026 Winter Olympics.
The price tag marks another sharp jump in a decades-long climb. When the first Super Bowl aired in 1967, a 30-second commercial cost roughly $37,500. By comparison, ads during Super Bowl 2025 ranged from $7 million to $8 million, while rates hovered around $7 million in 2024 and 2023. In 2022 and 2021, the cost was closer to $6.5 million and $5.5 million.
The high cost reflects the game’s unmatched reach. With millions expected to watch on television and streaming platforms — plus added attention drawn by the halftime show — advertisers see the event as one of the most valuable opportunities of the year to capture consumer interest.
But airtime is only part of the expense. Brands also spend heavily on production, often creating multi-million-dollar commercials featuring Hollywood stars, athletes and social media personalities.
This year’s lineup of celebrity appearances includes Kendall Jenner, Emma Stone, Spike Lee, Marshawn Lynch, Matthew McConaughey, Bradley Cooper, Michael Strahan, Christian McCaffrey, Issa Rae, and Pittsburgh Steelers standout Cam Heyward, among many others.
Another challenge for advertisers is language: most brands are not allowed to use the term “Super Bowl” in their commercials. The name is trademarked by the NFL, and only official sponsors have the rights to reference it directly. Other companies must find creative alternatives such as “the big game” to avoid legal issues.
Source: en.as