Final event of the Super Bowl NFL airs advertising commercials at record cost on American television
Super Bowl, the traditional closing of the NFL season, transcends the sporting sphere and is consolidated annually as the most coveted advertising space on American television. The 60th edition of the event, which will take place this Sunday (8), once again breaks fundraising records, reinforcing its unique position on the global media scene.
Brands from different sectors invest millions of dollars to guarantee precious seconds of exposure during the broadcast, transforming the breaks into a spectacle in itself. The anticipation and intense competition for prime time slots reflect the power of reach and engagement that the game provides to advertisers.
This year, the financial magnitude of commercials reaches unprecedented levels. Anúncios of just 30 seconds are negotiated for average values of around US$8 million, with some contracts surpassing the impressive US$10 million mark, as reported by responsible broadcasters.
Astronomical advertising values
The sale of commercial spaces for Super Bowl LX was completed months in advance, in the third quarter of the previous year, by NBC, the broadcaster that holds the broadcasting rights. Esta agility in negotiation is a clear indication of the incessant demand and recognition by companies of the strategic return on investment.
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The phenomenon of rising values is not new; it follows the evolution of Super Bowl, which became a cultural event of gigantic proportions. The competition between brands to stand out is as fierce as the competition on the field, driving creativity and innovation in advertising scripts.
The power of a concentrated audience
Peter Lazarus, executive vice president of advertising and sports and Olympic partnerships at NBC Universal, highlights the uniqueness of Segundo him, the event is one of the rare moments capable of simultaneously bringing together tens of millions of people in front of the television, guaranteeing a level of attention and engagement that few other programs can match. Essa vast and concentrated audience justifies the high cost of advertisements, as it offers an incomparable platform for product launches, institutional campaigns and brand positioning on a national and even international scale. The ability to generate immediate conversations on social media and in the post-game press adds invaluable value to the advertising presence at the event, transforming a 30-second ad into a cultural landmark.
Steady growth in public interest
Super Bowl’s viewership has demonstrated consistent growth over the years, solidifying its reputation as one of the most-watched events in Estados Unidos. In 2025, the game reached a record 127.7 million viewers, including television and streaming platforms, with peaks reaching 137.7 million during the second quarter of the match.
These numbers highlight the event’s enormous capacity to attract, which goes far beyond American football enthusiasts. The entertainment, the halftime shows and, of course, the commercials, help keep the audience captivated.
In the previous year, Super Bowl had already surpassed the mark of 123 million people following the broadcast, confirming the trend of audience expansion. Esses data is crucial for advertisers, who seek to maximize the impact of their campaigns and reach a diverse universe of consumers.
The constancy and growth of the audience ensure that advertising investment in Super Bowl remains a safe and profitable bet for companies, consolidating the event as an essential pillar in the marketing strategy of large corporations.
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Innovative strategies to generate expectations
In the days leading up to the big match, many brands adopt a staged advertising strategy, releasing teasers of their full commercials. Esses Short videos, which offer cryptic scenes, plot clues or celebrity cameos, are designed to build anticipation and generate buzz among the public and the media.
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The tactic of keeping the full content of the ads secret until the official airing during breaks in the game turns the commercials themselves into an anticipated component of the show. Esse meticulous planning aims to not only capture immediate attention but also extend campaign engagement beyond the night of Super Bowl.
Competition and diversity of sectors
The search for advertising space on Super Bowl is not restricted to a single sector; technology, automobile, food and beverage companies, and even film production companies, compete intensely for the coveted insertions. Essa diversity reflects the universality of the event’s appeal and the need for many companies to reach a massive audience.
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In addition to corporate giants, new brands and startups with high investment power also seek the Super Bowl showcase to present themselves to the market in style. The expectation of a high return justifies the costs and fierce competition.
Traditionally, advertisers such as large breweries and vehicle manufacturers have a constant presence, but the scenario has diversified with the entry of e-commerce companies and streaming services. Each brand’s strategy is carefully planned to stand out among so much information.
The quality and originality of the commercials become decisive factors for the success of the campaign, with many of them being debated and analyzed for days after the game is broadcast. Este “post-game” advertising is a bonus for brands.
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Broadcast options for the public
This year’s Super Bowl offers multiple platforms for the public to follow the event, both on television and through streaming services. The variety of options ensures that viewers from different regions can watch the match and the eagerly awaited commercials.
In Estados Unidos, transmission is accessible through open TV and various digital platforms, including:
- YouTubeTV
- NFL+
- Peacock
- Hulu + Live TV
- Tubi
For the Brazilian public, the coverage is also comprehensive, guaranteeing access to the most important moments of the show.
- On Brasil, TV Globo will broadcast the best moments right after BBB 26.
- The subscription channels Sportv and getv will offer live broadcasting, allowing fans to follow every detail of the match and the spectacle.
Brands that have already confirmed their presence
The release of some commercials before the official broadcast of Super Bowl is already a tradition, increasing public expectations about what will be presented. Muitas brands take the opportunity to release teasers and even full versions of their ads, generating conversations and pre-event repercussions.
Among the companies that have already revealed their spots or teasers for this edition, big names in retail, technology and food stand out:
- Pringles
- Dove
- Kinder Bueno
- Pepsi
- Hellmann’s
- Squarespace
- Toyota
- Grubhub
- Budweiser
- Uber Eats
- Oakley Meta
- Bosch
- RITZ Crackers
- Pokemon
