It takes less time to look at one than it does to tie your shoes. Yet brands pay the same for 30 seconds of airtime this Sunday $10 million to NBC.
Super Bowl LX isn’t just a championship game; it is the most expensive marketing event in the world. As you reach for the guacamole, companies are betting a small fortune that you will not only watch their commercial, but talk about it the next morning.
The 2026 price tag has broken records again. Here’s what it costs to get your attention during the Big Game and why companies are still lining up to pay for it.
The $10 Million Half Minute
If you thought supermarket inflation was bad, just look at the broadcast booth. For Super Bowl LX, a 30-second commercial costs more than $10 million.
Demand is so high that some top spots – especially those that air just before kickoff or during the show’s intermission – have reportedly sold for as much as $10 million. This represents a significant jump from 2025, then spots averaged $7.3 million.
To put that $10 million figure into perspective, a brand spends approximately $333,000 for every second the ad is on your screen. In the time it takes you to blink, an advertiser in some states has spent more than the average American home value.
From humble beginnings to mega company
The sticker shock is even more acute when you look back at the game’s origins. In 1967, during the very first Super Bowl, a 30-second spot cost just $37,500.
Even adjusted for inflation, that 1967 price would only be about $350,000 today. That means the actual cost of in-game advertising has increased by a factor of more than 20. The $1 million threshold wasn’t crossed until 1995, and prices have only doubled since 2012.
The hidden bill: stars and production
The $10 million check for the network is just the price of admission. It does not cover the costs of actually making the commercial.
Today’s Super Bowl ads are essentially mini-movies. Production budgets often range from $2 million to $5 million depending on the complexity of the visual effects. Then there’s the talent.
Celebrity cameos are the safest bet for brands looking to make a splash, but A-list stars don’t come cheap. Securing a top actor or musician for a Super Bowl spot can cost anywhere $2 million to $5 million only for the appearance fee.
When you add up media buying, production, and talent fees, a single 30-second campaign can easily cost a company $15 million before the game even starts.
Is it actually worth it?
A marketing director could purchase approximately for that same budget 800 million impressions on TikTok or dominate Google search results for weeks. So why ruin it all on one Sunday?
The answer is the “water cooler” effect. The Super Bowl remains one of the last truly monocultural events in American life. In an age when audiences are fragmented across hundreds of streaming services and social feeds, the Super Bowl is rallying 100 million viewers in a single moment.
It’s the one time of year when viewers don’t skip the ads but turn up the volume. For brands like Anheuser-Busch, Doritos and major automakers, that level of undivided attention is invaluable, no matter what’s on the invoice. However, savvy viewers know that watching these ads can cost you more than you think, especially if they promote unhealthy habits or expensive products.
Measuring the return
The smart money isn’t just looking for a laugh; they’re looking for a ride. Brands have been monitoring the ‘halo effect’ of these ads for months. A successful spot boosts web traffic, increases search volume and can boost a company’s stock price the next morning.
However, the risk is real. For every success story, there’s a brand that spent $15 million telling a joke that backfired. In the high-stakes world of Super Bowl advertising, you’re either the hero of the commercial break or an expensive cautionary tale.
#real #cost #Super #Bowl #Millions #year