The cost of a Super Bowl commercial in 2026 has been revealed, as one of the most-watched sporting events of the year is just around the corner.
The Super Bowl might just be the only time when an audience tune in for the commercials just as much as the event itself.
As classic TV commercials quickly become less effective due to ad-skipping and the increased use of streaming services, the stand-out Super Bowl commercial spots remain among the most coveted in US advertising.
The big-budget advertisements are shown during breaks in the game, which is scheduled to go ahead at the Levi's Stadium, California, this Sunday (February 8).
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The New England Patriots will take on the Seattle Seahawks, and the event will be broadcast on NBC alongside numerous streaming platforms.
Several of the commercials set to air during the game have already dropped, and they include some serious A-list celebrity faces.
Oscar-winner Adrien Brody stars in an ad for TurboTax, while Sabrina Carpenter has taken the lead in an ad for Pringles.
Meanwhile, Bradley Cooper and Matthew McConaughey appear together in an Uber Eats ad.
And given the scale of the Super Bowl, it will come as no surprise that the commercial spots come with quite the price tag.
The hype around the game, coupled with the anticipation of the halftime show - this year headlined by Puerto Rican rapper and singer Bad Bunny - are just two reasons why the advertisement slots come with such a hefty bill.
According to Mike Marshall, head of global advertising for NBCUniversal, this year's slots sold for around $8 million, with a select few brands paying upwards of $10 million.
But there are rules surrounding what brands can do with their slot.
The average commercial is typically limited to 30 seconds, but Reddit broke records last year after spending their entire advertisement budget on the shortest Super Bowl commercial in history.
It ran for just five seconds, and urged viewers to pause their screens in order to read it.
Speaking to the Independent, Peter Koeppel, founder of marketing agency Koeppel Direct, said: "Even though a Super Bowl advertising campaign might not pay immediately in hard dollars and cents, if a business can afford to produce one of these stellar spots, they stand to earn new customers and build awareness on a scale unmatched by other outlets."
What matters, he added, is that they are being 'talked about'.
He continued: "The commercials have to be memorable for them to pay off in the long run.
"An ad that doesn’t give viewers something, for better or worse, won’t be a profitable one."
Topics: Super Bowl, US News, Money, Sport
Mia Williams