Super Bowl Sunday isn’t just about football anymore. Millions of Americans tune in specifically for the commercials. This year’s Super Bowl LX brings something special with over 40 brands spending record amounts to capture your attention during the big game.
The New England Patriots and Seattle Seahawks face off on February 8, 2026, at Levi’s Stadium in Santa Clara, California. Many brands have already released their commercials early. From AI companies making their Super Bowl debuts to healthcare brands promoting weight-loss medications, this year’s advertiser mix looks different from anything we’ve seen before.
How Much Does a Super Bowl Commercial Cost in 2026?
The average cost for a 30-second commercial during Super Bowl 2026 is $8 million. Some premium slots reached $10 million or more. This marks the first time in Super Bowl history that ad prices crossed the $10 million threshold.
NBC started selling these spots last summer at $7 million each. Demand drove prices up quickly. All inventory sold out before the football season even began. Mark Marshall from NBCUniversal confirmed that a handful of late buyers paid more than $10 million for their spots.
The $8-10 million figure only covers airtime. Production costs typically run between $2 million and $5 million. Celebrity talent now costs $3-5 million for top stars. The total investment for a single 30-second Super Bowl commercial ranges from $12 million to $20 million.
Let’s put this in perspective. The Patriots and Seahawks last met in Super Bowl XLIX back in 2015. A 30-second ad cost $4.25 million then. Prices have more than doubled in just 11 years. The first Super Bowl in 1967 had ads for just $37,500.
Super Bowl LIX in 2025 drew a record 127.7 million viewers. Advertisers expect Super Bowl LX to potentially break that record with projections exceeding 130 million viewers. An $8 million ad reaching 127 million people costs about $0.06 per person. That makes the Super Bowl look like a bargain for brand awareness.
Who’s Advertising in Super Bowl 2026? Complete Advertiser List
Over 40 brands confirmed their Super Bowl LX advertising plans. Almost 40% of 2026 sponsors didn’t participate in 2025. Here’s your complete reference guide with every advertiser, their category, celebrity appearances, ad length and timing.
| Brand | Category | Celebrity/Notable Feature | Ad Length | Quarter |
|---|---|---|---|---|
| Budweiser | Beverages | Clydesdale & Bald Eagle, “Free Bird” | :60 | TBA |
| Bud Light | Beverages | Post Malone, Peyton Manning, Shane Gillis | :60 | Multiple |
| Michelob Ultra | Beverages | Kurt Russell, Lewis Pullman, Olympians | :30 | TBA |
| Pepsi Zero Sugar | Beverages | Polar Bear (Taika Waititi directed) | :30 | TBA |
| Poppi | Beverages | Charli XCX, Rachel Sennott | :30 | Q3 |
| Ritz Crackers | Food & Snacks | Bowen Yang, Jon Hamm, Scarlett Johansson | :30 | Q3 |
| Pringles | Food & Snacks | Sabrina Carpenter | :30 | TBA |
| Nerds | Food & Snacks | Andy Cohen (3rd consecutive year) | :30 | Q2 |
| Hellmann’s | Food & Snacks | Andy Samberg, Elle Fanning musical | :30 | TBA |
| Raisin Bran | Food & Snacks | William Shatner (first in 15 years) | :30 | TBA |
| Oikos | Food & Snacks | Kathryn Hahn, Derrick Henry | :30 | TBA |
| Skittles | Food & Snacks | Elijah Wood | :30 | TBA |
| Lay’s | Food & Snacks | “Last Harvest” (Taika Waititi) | :30 | TBA |
| Kinder Bueno | Food & Snacks | William Fichtner, Paige DeSorbo | :30 | TBA |
| Anthropic (Claude) | Technology/AI | First Super Bowl appearance | :30 | TBA |
| Meta/Oakley AI | Technology/AI | Spike Lee, Marshawn Lynch (2 ads) | :30 each | TBA |
| Amazon Alexa+ | Technology/AI | Chris Hemsworth | :30 | TBA |
| OpenAI | Technology/AI | Details unrevealed | TBA | TBA |
| Wix | Technology/AI | Harmony AI & Base44 (2 ads) | :30 each | TBA |
| Artlist | Technology/AI | AI-created ad + $60K contest | :30 | TBA |
| Jeep | Automotive | Big Mouth Billy Bass | :30 | TBA |
| Bosch | Automotive | Guy Fieri (2nd consecutive year) | :30 | Q2 |
| Toyota | Automotive | Generational family story | :30 (2 ads) | Halftime |
| Rocket Mortgage | Real Estate | Lady Gaga sings Mr. Rogers theme | :30 | TBA |
| Homes.com | Real Estate | Jeff Goldblum, Heidi Gardner (3rd year) | :30 | TBA |
| Ro | Healthcare | Serena Williams (GLP-1 medication) | :30 | TBA |
| Wegovy | Healthcare | DJ Khaled, Kenan Thompson, Danielle Brooks | :90 | TBA |
| Hims & Hers | Healthcare | Common narration “Rich People Live Longer” | :60 | Q4 |
| Novartis | Healthcare | Rob Gronkowski, George Kittle | :30 | TBA |
| Universal Orlando | Entertainment | “Lil’ Bro” campaign | :60 | Pre-halftime |
| Xfinity | Entertainment | Jurassic Park cast reunion (Taika Waititi) | :60 | TBA |
| Wells Fargo | Financial | Marcello Hernandez (SNL) | :30 | TBA |
| State Farm | Financial | Hailee Steinfeld, Danny McBride, Keegan-Michael Key | :30 | TBA |
| TurboTax | Financial | Adrien Brody (13th consecutive year) | :30 | TBA |
| Squarespace | Retail/Tech | Emma Stone (Yorgos Lanthimos, 12th year) | :30 | Q1-Q2 |
| Dunkin’ | Retail | Ben Affleck, Jennifer Aniston, Matt LeBlanc | :30 | TBA |
| Uber Eats | Food Delivery | Matthew McConaughey, Bradley Cooper | :30 | TBA |
| Grubhub | Food Delivery | George Clooney (Yorgos Lanthimos) | :30 | TBA |
| DoorDash | Food Delivery | 50 Cent “beef” campaign | :30 | TBA |
| Fanatics Sportsbook | Sports Betting | Kendall Jenner (first appearance) | :30 | Halftime |
| T-Mobile | Telecom | Backstreet Boys, Druski (13th year) | :60 | Q2 |
| Levi’s | Apparel | First ad in 20+ years at Levi’s Stadium | :30 | TBA |
| SVEDKA Vodka | Alcohol | Victoria Justice, AI-generated FemBot | :30 | TBA |
| Blue Square Alliance | Non-Profit | Anti-hate message (Robert Kraft) | :30 | TBA |
| He Gets Us | Faith Campaign | 4th consecutive year | :30 | TBA |
The beer wars are back in full force. Anheuser-Busch secured 2.5 minutes of total airtime across Budweiser, Bud Light and Michelob Ultra. Budweiser celebrates its 150th anniversary with “American Icons” featuring a Clydesdale and bald eagle set to “Free Bird.”
This year is being called the “AI Super Bowl” because of unprecedented technology company presence. Anthropic debuts with Claude, OpenAI has a spot and Meta promotes Oakley AI glasses with athletes like Spike Lee and Marshawn Lynch.
Healthcare advertising reached record levels. Multiple companies promote GLP-1 weight-loss medications. Ro features Serena Williams discussing her 34-pound weight loss. Wegovy has a 90-second spot with DJ Khaled and Kenan Thompson. Tim Calkins from Northwestern University called this the “GLP-1 Super Bowl.”
Automotive advertising dropped dramatically. Only 3-4 car-related brands confirmed for 2026, down from 8-12 in the 2010s. Jeep, Bosch, Toyota and a few others represent the entire automotive presence.
Best Super Bowl 2026 Commercials: Early Rankings & Reviews
Many brands released their commercials early to build social media buzz. Analytics companies already evaluated which ads resonate most. Here’s how the released commercials stack up based on early data and viewer response.
| Rank | Brand | Ad Title | Key Metric | Why It Works |
|---|---|---|---|---|
| 1 | Budweiser | “American Icons” | 54% positive emotions (11% above average) | Emotional Clydesdale & eagle story set to “Free Bird” |
| 2 | Pepsi Zero Sugar | “The Choice” | 56% more likely to make viewers laugh | Polar bear picks Pepsi over Coke in blind test |
| 3 | Xfinity | “Jurassic Park…Works” | High nostalgia factor | Original cast reunion with clever Wi-Fi premise |
| 4 | Hellmann’s | “Sweet Sandwich Time” | 111% more likely to generate cravings | Andy Samberg’s Neil Diamond parody is catchy |
| 5 | Michelob Ultra | “The ULTRA Instructor” | 100% more likely to generate cravings | Kurt Russell teaches skiing before Olympics |
| 6 | Squarespace | “Unavailable” | Social media buzz | Emma Stone’s dramatic reaction to domain unavailable |
| 7 | Ritz | “Ritz Island” | Celebrity appeal | Bowen Yang, Jon Hamm, Scarlett Johansson beach party |
| 8 | Bud Light | “Keg” | Celebrity power | Post Malone, Peyton Manning chase keg to Whitney Houston |
Budweiser’s “American Icons” emerged as the early leader. Creative data provider DAIVID reported the ad generated intense positive emotions among 54% of viewers. The Clydesdale foal befriending a bald eagle delivers powerful nostalgia and patriotic feelings. Forbes predicts it will rank as the most popular commercial of the game.
Pepsi Zero Sugar’s “The Choice” leads in humor. The spot features Coca-Cola’s polar bear choosing Pepsi in a blind taste test. Director Taika Waititi brings his signature style. The ad was 156% more likely to generate intense cravings than average.
Xfinity reunites the original Jurassic Park cast. Sam Neill, Laura Dern and Jeff Goldblum return in a commercial asking what if the park had reliable Wi-Fi. The premise is clever and the nostalgia factor is massive.
What’s Trending in Super Bowl 2026 Commercials?
About 70% of this year’s commercials feature humor according to iSpot analytics. Brands pulled back from heartfelt emotions. Sean Muller from iSpot told CBS News that advertisers want to give people a break and help them not worry for a few hours.
The “AI Super Bowl” label fits perfectly. Multiple AI companies advertise for the first time including Anthropic, OpenAI and Meta. SVEDKA Vodka claims theirs is the first primarily AI-generated Super Bowl ad. Artlist used their AI video platform and is running a $60,000 contest for user-created spots.
Healthcare presence is unprecedented. Multiple GLP-1 weight-loss medication brands advertise during the broadcast. Traditionally pharmaceutical companies avoided Super Bowl advertising because the format made medical disclosures difficult.
Automotive advertising declined sharply. Only 3-4 car brands confirmed versus 8-12 in the 2010s. Industry uncertainty and tariff concerns caused most automakers to shift budgets toward year-round digital campaigns.
Celebrity power remains central but brands use broader groups instead of single big names. Talent fees dropped from $10-15 million to $3-5 million for A-list stars according to WME. Multiple celebrities per ad became standard.
Early release became standard practice. Between 40-50% of advertisers released full commercials 3-7 days before the game. Data shows early release increases total reach by 40-60%.
Where to Watch Super Bowl 2026 Commercials
Super Bowl LX airs Sunday, February 8, 2026 at 6:30 PM Eastern Time on NBC. The game streams live on Peacock and airs on Telemundo for Spanish viewers. All broadcasts show the same commercials during every break.
Many brands already released full commercials or teasers on YouTube. You don’t need to wait until game day. Major brands post commercials on official YouTube channels several days before the Super Bowl. Websites like iSpot.tv and Superbowl-ads.com collect all released spots.
Streaming options include Paramount+ starting at $8.99 monthly with no free trial. YouTube TV runs $82.99 monthly with a 21-day trial. Hulu + Live TV costs $89.99 monthly. You cannot skip commercials when streaming live sports. Every platform shows the same broadcast feed including all ads.
Every commercial will be on YouTube within hours after the game ends. Compilation videos and rankings flood social media throughout Sunday night and Monday morning.
Why Do Brands Pay $8-10 Million for Super Bowl Commercials?
Over 127 million people watched Super Bowl LIX last year. That made it the most-watched telecast in U.S. history. Super Bowl LX could exceed 130 million viewers. You cannot reach that many people in one moment through any other medium.
An $8 million ad reaching 127 million people costs about $0.06 per person. Compare that to digital advertising where costs run much higher. The Super Bowl delivers efficient brand awareness.
Super Bowl commercials don’t just air once. Brands generate millions of YouTube views before the game. The ads live on YouTube forever and get featured in rankings for years. The He Gets Us campaign generated 10 billion video views and 70 million website visitors after three Super Bowls.
A memorable Super Bowl commercial becomes part of pop culture. People talk about these ads at work Monday morning. The best commercials from years past are still remembered. That cultural impact is worth far more than the $8-10 million ad buy.
Being a “Super Bowl advertiser” signals your company has arrived. It puts you in the same league as major brands. For newer companies trying to establish themselves, that association alone has value.
Super Bowl 2026 Commercials: Frequently Asked Questions
How many commercials air during the Super Bowl?
Typically 50-60 commercials air during the broadcast including pre-game, in-game and halftime. With over 40 brands confirmed and several buying multiple spots, Super Bowl LX should fall in that range. Some brands purchase 30-second spots while others go for 60 or 90 seconds.
Are crypto companies advertising in 2026?
No crypto advertisers confirmed for Super Bowl LX as of early February 2026. This is a dramatic shift from Super Bowl LVI in 2022 which was dubbed the “Crypto Bowl” because multiple cryptocurrency companies dominated the lineup.
Which celebrity appears in the most Super Bowl 2026 commercials?
Taika Waititi directed three different commercials: Pepsi Zero Sugar, Xfinity and Lay’s. That makes him the most prominent filmmaker this year. No single on-screen star appears in more than two confirmed commercials.
Can I skip the commercials if I stream the Super Bowl?
No. Streaming services carry the same live broadcast feed as traditional television including all commercials. You cannot fast-forward through Super Bowl ads even on Peacock or YouTube TV.
What was the shortest Super Bowl commercial ever?
Reddit holds the record from Super Bowl LV in 2021 with a 5-second commercial. The ad appeared so briefly that many viewers thought it was a technical glitch.
Do Super Bowl commercials have to be 30 seconds long?
No. 30 seconds is just the standard pricing unit. Many brands buy 60-second spots which cost roughly double. Wegovy is running a 90-second commercial. Some brands used 15-second spots and Reddit famously went with just 5 seconds.
Which Super Bowl 2026 commercial cost the most to produce?
Production costs aren’t always public but commercials with multiple A-list celebrities or extensive effects exceed $5 million in production alone. Spots like Xfinity’s Jurassic Park reunion with major stars and elaborate effects likely hit the upper end at $15-20 million total investment.
How much does a 60-second Super Bowl commercial cost?
A 60-second spot costs roughly double the 30-second rate. That’s approximately $16 million on average this year. Some premium slots reach $20 million for 60 seconds. Add production costs and celebrity fees and total investment approaches $25 million.
Super Bowl LX delivers one of the most entertaining commercial lineups in recent memory. Over 40 brands invested $12-20 million per spot with record-breaking costs hitting $10 million for premium slots.
Many commercials are already available on YouTube so you don’t need to wait until February 8. The Patriots-Seahawks rematch, Bad Bunny’s halftime show and the commercials promise entertainment on every level.
