Tech, pharmaceutical, and wellness newcomers make up nearly forty percent of advertisers, pushing NBCUniversal to fill every 30-second slot by September at record rates
The average price for a half-minute ad at Super Bowl LX reached a record $8 million, with some slots going for higher than $10 million, far above the $42,000 charged in 1967. NBCUniversal sold every 30-second commercial slot for Super Bowl LX by September, The Wrap reported.
Because live sports remain one of the few guaranteed mass gatherings on television, brands have made the game a budget priority even as costs rise. The 2024 broadcast drew about 123.7 million U.S. viewers, and the 2025 matchup attracted roughly 127.7 million, the Los Angeles Times reported.
Technology, pharmaceutical, and wellness companies are leading the media buy, and nearly 40 percent of advertisers will be first-timers. Israel-based website-building software company Wix plans to promote its artificial-intelligence tools, and several other marketers are weaving AI into their storylines or productions.
“It really feels like the money’s back,” said Zoe Kessler, executive creative director at Johannes Leonardo, according to the New York Post. Kessler pointed to NBCUniversal’s record earnings as proof that brands are shifting dollars from digital channels to television for what she called a communal experience.
“The Super Bowl is a unique time of year when people actually are tuning in for ads instead of waiting to be interrupted by them,” said Will Trowbridge, founder and chief executive of the agency Saylor, as quoted by the New York Post.
Nearly 40% of Super Bowl LX advertisers are first-timers as costs surge
With the high price hurdle out of reach for many newcomers, smaller brands are buying streaming and targeted video inventory that runs alongside the main telecast.
The NFL continues to bar commercials for prediction markets, tobacco, and adult content in an effort to maintain brand safety during a rare all-ages event.
Star power remains the clearest strategy. Adrien Brody appears for TurboTax, Sabrina Carpenter for Pringles, Andy Samberg and Elle Fanning for Hellmann’s, and Ben Affleck, possibly with Matt Damon, for Dunkin’. Peyton Manning, Shane Gillis, and Post Malone headline a Bud Light vignette; William Shatner promotes Kellogg’s Raisin Bran; and Parker Posey joins Matthew McConaughey in Uber Eats’ Diner Menu. Emma Stone fronts a Squarespace spot, George Clooney partners with Grubhub, and Lady Gaga sings for Rocket and Refin, The Independent reported.
Nostalgia also plays a role. Comcast Xfinity enlisted Jurassic Park actors Laura Dern, Sam Neill, and Jeff Goldblum for a Wi-Fi-themed revival, while Disney plans trailers for Star Wars, Hopper, and Toy Story 5. Lionsgate will unveil the first look at the Michael Jackson biopic Michael. “Familiar faces can help brands steer clear of controversy,” said Professor Derek Rucker of Northwestern University’s Kellogg School of Management.
The rematch of Super Bowl XLIX between the New England Patriots and Seattle Seahawks will take place at Levi’s Stadium in Santa Clara, California. Quarterback Drake Maye leads New England, and wide receiver Jaxon Smith-Njigba anchors Seattle’s offense.
Levi’s Stadium seats 68,500, and Santa Clara expects to spend $6.3 million on hosting duties. The Bay Area projects between $370 million and $630 million in economic output from the game. Ticket aggregators list the average seat at $8,230, with premium locations topping $30,000. On the consumer side, the National Retail Federation estimates Americans will spend $20.2 billion, or about $95 per person, on food for the weekend.
Bad Bunny will headline the halftime show, a booking predicted to broaden the contest’s international reach. For marketers paying more than $10 million for 30 seconds, that global spotlight explains why modern Super Bowl commercials dwarf their 1967 predecessors.