NBCUniversal has officially sold out all commercial inventory for Super Bowl LX, set for February 8, 2026, in Santa Clara, California. The company confirmed that every 30-second ad slot has been purchased, with prices starting at $7 million per spot.
Record Demand for Super Bowl Ads
The rapid sell-out highlights the increasing value of live sports in the streaming era, where scripted shows are often watched on-demand. Advertisers see the Super Bowl as unmatched in reach, making it the ultimate stage for brand exposure.
NBCU’s announcement comes much earlier than past years. CBS didn’t sell out its 2024 broadcast until November 2023, while Fox struggled to close the last slots for its 2023 Super Bowl just days before kickoff.
Big Money, Big Brands
Top advertising categories for 2026 include:
- Consumer products
- Entertainment companies
- Financial services
- Alcohol brands
Spending also rose among pharmaceuticals, fast-food chains, and digital campaigns, with NBCU reporting a 20% increase in digital investments.
NBCU’s Sports Powerhouse in 2026
The Super Bowl is just the start of a massive year for NBC Sports. Within weeks, the network will also broadcast the Winter Olympics, the NBA All-Star Game, and expanded NBA coverage through NBC and Peacock. In addition, Telemundo will carry the FIFA World Cup, making NBCU a dominant player in global sports broadcasting.
What’s Next
With over 150 sponsors signed for “Sunday Night Football”, including 40 new brands, NBCU is on pace for its highest-grossing NFL season ever. For advertisers, the Super Bowl remains the most coveted — and most expensive — stage in American television.