It's the most-watched event in the world, and with some 133.5 million people tuning in to watch 2025's Kendrick Lamar halftime, last year's Super Bowl topped a record previously held by Michael Jackson's performance in 1993.
With almost all the eyes of the world on the Super Bowl, nabbing some of that lucrative ad space has made it a feeding frenzy. Urban legends claim it's the most expensive place to run an ad, but you might be wondering just how much it would cost to get your little mom-and-pop business some airtime. Unless you've got the bank balance of Elon Musk, a 30-second Super Bowl ad might be a little out of price range.
Away from Bad Bunny's controversial halftime show, Super Bowl LX kept us entertained with trailers for upcoming movies like The Mandalorian & Grogu and The Super Mario Galaxy Movie, while
Netflix splashed the cash to promote the Brad Pitt-led The Adventures of Cliff Booth.
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Elsewhere, we had Sabrina Carpenter dating a man made out of Pringles, Ben Stiller trying to outperform Benson Boone for Instacart, and the OG cast of Jurassic Park reprising their roles for Xfinity. Brands like Bud Light, Squarespace, and Uber Eats must've really stumped up the big bucks to get Post Malone, Emma Stone, and a dynamic duo of Matthew McConaughey and Bradley Cooper, but that's nothing compared to the actual costs of a commercial.
MrBeast even turned the Super Bowl into a hunt for $1 million, showing just how much people are willing to spend on this space.
As reported by Adweek, the average cost of a 30-second Super Bowl ad is $8 million. Mark Marshall, chairman, global advertising and partnerships at NBCUniversal, went on to confirm that a 'handful' of companies spend $10 million on ads for this year's Super Bowl. This is a new record for 2026.
Marshall explained how NBCUniversal was talking to potential advertisers as early as fall 2024 about what they could do for Super Bowl LX, adding: "While I would love to say it’s brilliant strategy and execution, part of it is just the marketplace demand.
"We did start earlier this year than in years past. There was so much interest in the Super Bowl and the Olympics, so we went to the marketplace earlier with packages that would include both of them.”
He admitted that the inventory became "tighter and tighter" as we got closer to the event, with an apparent boom in demand for the likes of tech and consumer packaged goods like clothing and household products.
Despite the increased demand, Marshall reiterated that NBCUniversal stuck to a typical lot of around 80 slots: "There just was so much demand against it, and there were just not enough spots for everyone who wanted to be in. So the marketplace just drove the pricing up to $10 million-plus over the course of the summer and into the fall."
Still, with 80 slots and some of them coming in at the record-breaking $10 million, it shows just how much companies were willing to spend on one event.
Some, like OpenA,I were even extending to 60-second ads, meaning they were really opening their wallets to take on two slots at once.
As for justifying that jaw-dropping $10 million, Marshall concluded: "Everything’s a little pricier than it was."
Even if some might struggle to get their head around these astronomical prices, it's a strategy that worked. NBCUniversal announced it had filled all its slots in September 2025, putting it one month ahead of Fox hitting that same milestone for last year's Super Bowl LIX.