Super Bowl Ad Prices Hit Record Highs in 2026

Advertisers pay up to $10 million for 30-second spots as live sports remain a coveted draw

Published on Feb. 8, 2026

Got story updates? Submit your updates here. ›

The cost of Super Bowl commercials reached new heights in 2026, with NBC selling ad space for an average of $8 million per 30-second spot, and some premium slots fetching over $10 million. Advertisers are flocking to the big game as live sporting events remain one of the few places to reach large audiences in the fragmented media landscape. Celebrities like Kendall Jenner, George Clooney, and Sabrina Carpenter are featured in many of this year's high-profile Super Bowl ads.

Why it matters

The skyrocketing cost of Super Bowl ads reflects the continued value of live sports programming for advertisers. With audiences increasingly fragmented across streaming and on-demand content, the Super Bowl remains one of the last bastions of mass viewership, making it a must-buy for brands looking to make a big splash. The celebrity-filled ads also highlight the lengths companies will go to cut through the clutter and generate buzz around their Super Bowl spots.

The details

NBC reported that it sold out of Super Bowl ad inventory as early as September 2025, with 40% of advertisers buying across the network's major sports properties and 70% also purchasing Olympics coverage. The average price per 30-second spot hit $8 million, but a handful of the most coveted slots went for over $10 million, a new record. Brands are pulling out all the stops, enlisting A-list celebrities like Kendall Jenner, George Clooney, Sabrina Carpenter, and more to star in their Super Bowl ads.

  • The 2026 Super Bowl took place on February 8, 2026.
  • NBC sold out of Super Bowl ad inventory in September 2025, several months before the game.

The players

Peter Lazarus

Executive Vice President, Sports & Olympics, Advertising and Partnerships for NBCUniversal.

Kendall Jenner

Reality TV star and model who appears in a Fanatics Sportsbook ad.

George Clooney

Award-winning actor who stars in a Grubhub commercial.

Sabrina Carpenter

Singer and actress who appears in a Pringles ad.

Got photos? Submit your photos here. ›

What they’re saying

“Legendary February”

— Peter Lazarus, Executive Vice President, Sports & Olympics, Advertising and Partnerships for NBCUniversal (13newsnow.com)

The takeaway

The record-breaking prices for Super Bowl ads in 2026 underscore the continued importance of live sports programming for advertisers looking to reach large, engaged audiences in an increasingly fragmented media landscape. The high-profile celebrity cameos also highlight the lengths brands will go to create buzz and stand out in the crowded Super Bowl ad landscape.