Super Bowl LX ads feature AI, weight-loss drugs and celebs from George Clooney to Kendall Jenner

Super Bowl Advertisers Gear Up for Massive Viewership with Record-Breaking Ad Costs

As Super Bowl Sunday approaches, advertisers are preparing for a high-stakes battle that rivals the intensity on the field between the New England Patriots and Seattle Seahawks. With more than 120 million viewers expected to tune in to NBC’s broadcast of Super Bowl 60, brands are deploying their most creative strategies to capture audience attention.

NBC sold out of advertising space in September, with spots commanding an average of $8 million per 30-second unit. Some premium placements fetched more than $10 million, setting a new record. Peter Lazarus, executive vice president of sports & Olympics, advertising and partnerships for NBCUniversal, described February as “legendary” with the Super Bowl, Olympics, and NBA All-Star Game creating unprecedented opportunities for advertisers.

The demand reflects the increasing value of live sporting events in today’s fragmented media landscape. Last year’s Super Bowl drew a record 127.7 million U.S. viewers across television and streaming platforms, making it one of the few remaining opportunities for advertisers to reach a mass audience simultaneously.

Celebrity endorsements remain a dominant strategy this year. Fanatics Sportsbook enlisted Kendall Jenner to playfully reference the “Kardashian Kurse,” while George Clooney appears in a Grubhub commercial promoting the delivery app’s “Eat the Fees” deal on orders over $50.

Multiple spots feature ensemble casts. Michelob Ultra shows Kurt Russell training actor Lewis Pullman with Olympic snowboarder Chloe Kim and hockey player T.J. Oshie looking on. Xfinity reunites the “Jurassic Park” trio of Sam Neill, Laura Dern, and Jeff Goldblum in a humorous ad showing an Xfinity technician restoring power to the island. Meanwhile, Matthew McConaughey returns for Uber Eats, convincing Bradley Cooper and Parker Posey that football is a conspiracy designed to make people order food.

This year’s advertising landscape reflects broader industry and consumer trends. Villanova University marketing professor Charles Taylor notes that given recent heavy news cycles covering immigration enforcement in Minnesota and international conflicts, advertisers will likely maintain light, escapist tones rather than addressing divisive issues.

Artificial intelligence is making a significant impact for the second consecutive year. Oakley Meta showcases their AI-enabled glasses in action-packed spots featuring Spike Lee and Marshawn Lynch. Wix Harmony is promoting its AI-powered web design software, while also running an ad for Base44, an AI app builder. OpenAI will debut during the game with a yet-to-be-revealed commercial.

Svedka Vodka took AI integration further by collaborating with Silverside AI studio to reimagine their robot mascot FemBot alongside a new character, BroBot. “We reimagined the robot via AI,” explained Sara Saunders, chief marketing officer at Sazerac, which acquired the Svedka brand in 2025. “It took us many, many months to rebuild her, to give her functionality, to give her that human spirit.”

Health and telehealth companies have emerged as a major advertising category this year. Northwestern University marketing professor Tim Calkins observed, “You could call this the GLP-1 Super Bowl. Often you don’t see a lot from pharmaceutical companies on the Super Bowl, but this year we’re going to see quite a few showing up.”

Several pharmaceutical firms are promoting medical tests: Novartis advertises prostate cancer screening with the tagline “Relax your tight end,” while Boehringer Ingelheim features Octavia Spencer and Sofia Vergara encouraging kidney disease screening. Telehealth company Ro has recruited Serena Williams to promote GLP-1 weight loss drugs, and Novo Nordisk, maker of Wegovy and Ozempic, has teased an appearance. Hims & Hers will highlight how their services democratize access to healthcare traditionally available only to wealthy individuals.

Traditional Super Bowl advertisers are maintaining their presence with nostalgic and emotional appeals. Budweiser’s heartwarming spot celebrates the brand’s 150th anniversary, showing a Clydesdale foal growing up alongside a bald eagle to Lynyrd Skynyrd’s “Free Bird.” Pepsi attempts to reignite the cola wars by depicting Coca-Cola’s iconic polar bears choosing Pepsi Zero Sugar in a blind taste test.

While most advertisers release their commercials early to build anticipation, some are keeping their spots under wraps until game day. Pepsi-owned Poppi has teased an appearance by pop star Charli XCX and actress Rachel Sennott. Ben Affleck returns for Dunkin’ Donuts, with teasers suggesting involvement from ’90s sitcom stars Jennifer Aniston, Matt LeBlanc, and Jason Alexander. Cadillac plans to showcase its new Formula 1 car, though automobile advertisers are fewer overall this year.

The Super Bowl advertising landscape continues to provide an annual snapshot of American culture, economic trends, and industry dynamics, from the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022, and now, perhaps, the “AI and Health Bowl” of 2026.