A 30-second Super Bowl LX ad in 2026 cost an average of $8 million for airtime, according to Associated Press reporting on NBCUniversal’s sales. A handful of placements reportedly topped $10 million. Those figures cover the ad inventory—not the full cost of making and promoting a commercial.
How much does a Super Bowl commercial cost in 2026?
For Super Bowl LX, NBCUniversal sold 30-second ad units for an average reported price of $8 million, with a handful of placements above $10 million, according to the Associated Press’s February 2026 report on comments by Peter Lazarus, NBCUniversal’s executive vice president for sports and Olympics advertising and partnerships.
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The $8 million figure is an average, not a posted price every advertiser paid. Premium placement and deal terms can affect the price, and the above-$10-million spots were a handful of units rather than the standard rate. The figure is for a 30-second unit; it does not establish the price of a longer ad or a package that includes other programming.
What does the airtime price include—and what does it leave out?
The reported unit price is the cost of the broadcast inventory. It is not an all-in campaign budget. An advertiser’s total can also include creative development, agency services, filming, post-production, celebrity talent, music rights and supporting media.
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- Media inventory: the game-time spot, potentially alongside pregame, postgame or other sports programming.
- Creative and campaign work: the commercial’s development and production, talent and rights, plus any related advertising activity.
These costs vary by campaign. A 2025 Fast Company estimate itemizes possible production and campaign expenses, but it is an illustrative budget, not an audited industry average or an official rate card. Adding its example components to the reported airtime price would not produce a universal Super Bowl commercial cost.
How prices have changed across recent Super Bowls
| Game and source | Reported 30-second price | What the figure means |
|---|---|---|
| Super Bowl LX (2026), Associated Press reporting on NBCUniversal | $8 million average; a handful of placements above $10 million | Reported average and premium placements, not a fixed price for every buyer. |
| Super Bowl LIX (2025), Associated Press | Some spots reportedly reached $8 million or more | Fox declined to confirm a specific price and said placement and other factors could affect it. Associated Press, January 2025. |
| Super Bowl LII (2018), Kantar Media release dated January 14, 2019 | $5.235 million average | Kantar also reported $482 million in total ad spend for that game; both figures are historical, not current rates. Kantar Media. |
An older NFL.com archive report said FOX’s 30-second spot price had risen to $2.7 million from $2.6 million the year before. That is dated historical context, not a useful current quote.
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Why two advertisers may pay different amounts
Placement and deal terms
A reported average can conceal higher-priced premium slots and lower or differently structured deals. For Super Bowl LIX, AP reported that some 30-second spots reached $8 million or more, but Fox did not confirm an exact price. Avoid treating a media report as a public rate card.
Standalone spot or broader package
Some advertisers buy beyond the game itself. AP reported that 40% of NBC’s advertisers bought across its major sports properties, and 70% of Super Bowl advertisers also bought the Olympics. Those package arrangements may include more than one broadcast property, so their value is not directly comparable with the price of a standalone Super Bowl unit.
Do these 3 things before closing this tab:
1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsHow to estimate a campaign budget
- Start with the airtime unit. Use the reported price for the relevant game and season as a benchmark, not a guaranteed quote.
- Clarify what the media deal covers. Ask whether it is only the game-time spot or also includes pregame, postgame or other sports inventory.
- Build the creative budget separately. Identify agency, filming, post-production, talent and music-rights costs for the specific commercial.
- Add supporting media only if it is part of the plan. Keep those placements separate from the Super Bowl unit so the comparison stays clear.
For delivery requirements and creative resources, FOX Advertising maintains an official advertising resources page. It is not a Super Bowl rate card, and it does not establish a current price for a spot.
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