Super Bowl ad prices are only going in one direction, and that’s up.
According to a recent report by Bill Bradley in Adweek, NBC, the network that will broadcast the upcoming Super Bowl in February 2026, is attracting ad rates for the Big Game that may well set a record when all is said and done. Citing multiple industry sources, Bradley reports that NBC is asking for $8 million for a 30-second Super Bowl commercial this February after selling out of units priced at $7 million during upfront season in the spring.
In addition to the $8 million price on a 30-second spot, NBC is also looking for an $8 million ad buy across its other sports properties from prospective buyers. “There will be a fair number of clients—a pretty decent chunk of clients—that are paying $8 million a spot and matching that dollar volume in other sports with NBC,” one buyer told Adweek.
Fox saw similarly high demand for Super Bowl ads last season. After initially asking for around $7 million per spot, Fox was able to sell a number of spots for more than $8 million late in the season when some advertisers backed out and the network found buyers willing to pay a higher rate. Fox also required a spending match across its other sports properties, per Adweek.
In total, Fox pulled in over $800 million in ad revenue from Super Bowl 59, a record for the event. NBC is currently “in discussions with the NFL for additional inventory” per the report, which could help the network surpass Fox’s recent record if the league grants them more slots.