Super Bowl advertising costs climb to $7–$10 million for 30-second commercial slots

Variety reports NBC pricing Super Bowl ad slots at $7–$10 million, influencing studios

Advertising during the Super Bowl continues to command premium pricing, with 30-second commercial slots now costing between $7 million and $10 million, according to Variety.

The Super Bowl remains one of the most widely viewed annual sporting events, drawing audiences beyond traditional NFL fans largely due to its long-standing association with high-profile and often memorable advertisements. For the 2026 broadcast, NBC is reportedly setting the price range for ad placements, reflecting the continued demand for exposure during the game.

Several major entertainment properties are still expected to advertise during the event, including promotions for Minions 3, The Mandalorian and Grogu, and Steven Spielberg’s Disclosure Day. However, the rising costs appear to have influenced some studios’ decisions, with films such as Avengers: Doomsday and Spider-Man: Brand New Day, along with content from platforms including Netflix, Apple, and Amazon, reportedly opting out of Super Bowl advertising this year.

Industry analysts note that the growing accessibility of free promotional tools, such as YouTube trailers and social media campaigns, has made it harder for studios and brands to justify the significant expense associated with Super Bowl commercials. Despite this, the tradition of high-impact Super Bowl ads continues to attract viewers, many of whom tune in specifically to watch the commercials rather than the game itself.

While the advertising landscape has evolved, the Super Bowl’s reputation as a showcase for celebrity-driven and big-budget commercials remains intact, reinforcing its status as a premier marketing platform.