Advertisers are shelling out unprecedented sums for 30-second spots during Super Bowl 60 on NBC this Sunday. The average price tag now sits at $8 million with some premium positions exceeding $10 million.
That breaks down to more than $333,000 per second of airtime. These figures represent a sharp rise from previous years. In 2025 the average was around $7 million and some spots reached $8 million. The escalation reflects the event's massive draw which routinely attracts over 120 million viewers in the United States alone.
This hefty investment covers only the airtime itself. Brands must also budget for production creative work talent fees and celebrity endorsements which can push the total far higher.
The True Price of a Super Bowl Campaign
Booking a Super Bowl slot means committing to expenses across several areas. Airtime forms the core at about $8 million for a standard 30-second ad though coveted slots can climb above $10 million.
Production and creative elements often add between $2 million and $5 million especially for elaborate spots with special effects or intricate narratives. Agency fees and other overhead might tack on another $500,000 to $1 million. Then come the celebrity appearances which frequently cost $1 million to $5 million per star depending on their status and any additional obligations like social media promotion.
Altogether a top-tier ad can total $15 million to $25 million or even more from initial concept through to broadcast. This year's game between the Seattle Seahawks and the New England Patriots is set to showcase these high-stakes efforts with halftime entertainment from Bad Bunny adding to the spectacle.
George Clooney promotes Grubhub’s Super Bowl ad, highlighting a fee-waiver deal on large orders as advertisers spend millions for 30-second spots during Super Bowl 60.
Celebrities Commanding Top Dollar
Super Bowl ads have long relied on star power to capture attention. A-list talent can earn $1 million to $5 million for a brief appearance with exceptional deals surpassing $10 million for those with massive influence.
These payments may include bonuses for extended campaign involvement or performance-based incentives.
This year George Clooney features in a Grubhub ad promoting a fee-waiver deal on large orders. Kendall Jenner appears in a Fanatics Sportsbook spot where she humorously addresses the so-called Kardashian Kurse affecting athletes she dates.
Other notable cameos include Jennifer Aniston Emma Stone Bradley Cooper Sabrina Carpenter and Ben Affleck among many more. These endorsements not only boost visibility but also tie into broader marketing pushes like social media tie-ins and post-game extensions.
Why Brands Invest So Heavily
The enormous outlay might seem excessive for a fleeting 30 seconds. Yet advertisers find strong justification in the results. The Super Bowl offers a rare opportunity to reach a huge engaged audience that is increasingly fragmented across media platforms.
Research indicates solid returns. One study of past ads showed brands earning $4 to $5 in revenue for every dollar spent driven by heightened awareness and subsequent sales boosts.
Another analysis found a 22 percent increase in word-of-mouth conversations in the week following the game contributing to longer-term gains. Companies often extend the ad's impact through teasers online content merchandise and ongoing promotions turning one broadcast into a sustained cultural event.
Trends this year highlight AI themes weight-loss products and nostalgic nods like the Budweiser Clydesdales or references to films such as Jurassic Park. These elements aim to spark discussions that linger well beyond the final whistle.
Official Super Bowl 60 poster celebrates the big game at Levi’s Stadium and sets the scene for the blockbuster ad battle featuring stars like George Clooney and Kendall Jenner as brands spend millions for 30‑second spots.
Lasting Impact and Iconic Successes
Certain Super Bowl campaigns deliver not just immediate buzz but enduring value. Memorable examples include Apple's groundbreaking 1984 ad directed by Ridley Scott which redefined tech marketing or Budweiser's heartfelt Clydesdale stories that reinforce brand loyalty year after year.
Even without instant sales surges these spots build recognition that pays dividends over time. With this year's blend of humor celebrity flair and innovative topics the commercials are poised to generate conversations long after the Seahawks-Patriots matchup ends. For brands the Super Bowl remains a prime arena to create moments that resonate and drive growth.
