A 30-second commercial during Super Bowl 60 cost as much as $10 million – $2 million more than last year. However, that price only covers the time slot on TV and doesn’t include the overall cost of the advertising deal or the expense of actually creating the commercial.
According to Bill Bradley of AdWeek, who used to write for ScreenRant, national commercials are costing between $7 and $10 million this year, covering both traditional TV and streaming platforms. He shared this information just before the start of Super Bowl 60.
The final cost of a project can be much higher than initially advertised, once you include expenses like production costs, actor fees, streaming deals, and any necessary promotional materials.
Creating a Super Bowl ad isn’t cheap. Beyond the cost of the airtime, production can easily add millions more. These ads are designed to reach a huge audience and stand out amongst other ambitious, often innovative commercials hoping to go viral online. Many high-quality Super Bowl spots are made like Hollywood movies, with elaborate filming, custom music, special effects, and celebrity endorsements that can cost as much as, or even more than, the airtime itself. By the time the ad airs, brands could have already spent well over $10 million, and that doesn’t even include the cost of actually running the commercial.
Why Super Bowl Ad Prices Jumped So Much, So Quickly
NBC easily increased its advertising prices this year. According to Bradley, they initially asked for less money, but strong demand quickly drove prices up.
Bradley explained that it’s becoming harder to reach large groups of people simultaneously because of the increasing popularity of streaming services and the way audiences are now spread across many different platforms.
Because fewer and fewer events draw such a large, live audience, the Super Bowl remains a uniquely powerful advertising opportunity. This gives the network broadcasting the game, NBC this year, a lot of influence over advertisers who want to reach a massive number of viewers. With increased interest from companies using AI and new technologies for their advertising purchases, NBC was easily able to sell all of its advertising space and even increase prices.
Advertisers Are Required to Buy More Than Just A Super Bowl Spot
A hidden cost of Super Bowl advertising is something called bundling. It means that when advertisers buy a commercial during the game, they’re often required to also spend money on ads on the network’s other popular channels and platforms.
According to Bradley, NBCU proposed selling its advertising space for both the Winter Olympics and the 2026 NBA All-Star Game as part of a package deal.
The Super Bowl doesn’t air on the same network every year; it rotates between NBC, CBS, Fox, and ABC/ESPN. Bradley explained that networks use this limited opportunity to get the best deals during contract negotiations.
He explained that securing Super Bowl rights is rare for broadcasters, so they attempt to maximize their return on investment during negotiations. He described their approach as trying to absorb as much value as possible, comparing them to a sponge filling with money.
The price of a Super Bowl ad isn’t just the $7 million you pay for the spot itself. Broadcasters also usually require advertisers to spend more money on other parts of their network, as Bradley explained.
Advertisers who regularly buy Super Bowl ads often have more negotiating power, while companies advertising for the first time usually pay a higher price.
Even The Super Bowl’s Cheapest Ads Still Carry a Big Price
As a big fan of options, I thought it was really smart of NBC to let people watch on Peacock with ads only on the streaming side. It meant if you were watching the regular broadcast, you didn’t have to see those extra commercials – a nice perk for streamers!
So, Bradley mentioned that commercials that only run on streaming services usually cost around $2.5 million. But honestly, you almost never see anyone just buy those – it’s usually part of a bigger ad package.
He explained that NBC often requires advertisers to match their spending across other platforms as well. For example, a $7 million ad deal might also necessitate a $7 million investment in advertising with the Olympics or other NBC properties.
Bradley believes broadcasters won’t lower prices as long as people continue to want their services. He explained, “Prices increased because of high demand, and broadcasters are happy to maintain that level.”
This year’s pricing offered a clear example of how quickly costs can escalate.
Bradley noted that NBCUniversal initially offered $7 million before increasing it to $10 million. He then suggested Disney’s potential spending could be limitless.
The Super Bowl remains a prime advertising opportunity, reaching over 100 million viewers with each 30-second commercial. However, it’s become a major investment that brands expect to pay off throughout the entire year, and the impact of a commercial can vary greatly depending on when it airs during the game.
Expect the price for a Super Bowl spot to increase again for Super Bowl LXI.
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2026-02-10 00:49