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For Super Bowl LX in 2026, the reported average price was $8 million for a 30-second ad, with a handful of placements reportedly exceeding $10 million. That figure covers reported airtime pricing—not the full cost of creating and promoting a commercial. Production, agency services, talent, music rights, and extra media can add substantially, with no single all-in budget that applies to every advertiser.
How much is a 30-second Super Bowl ad in 2026?
Associated Press reporting on NBCUniversal executive Peter Lazarus put the average Super Bowl LX price at $8 million per 30-second unit. AP also reported that a handful of placements went for more than $10 million. These are reported prices, not a public rate card or a guarantee that every advertiser paid the average; premium placement and deal terms can change the price. Associated Press, 2026.
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Some advertisers buy more than game-time inventory. AP reported that 40% of NBC’s advertisers bought across its major sports properties, and 70% of Super Bowl advertisers also bought the Olympics. Such packages can combine different media and events, so their total should not be compared directly with the price of one standalone 30-second spot. Associated Press, 2026.
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How do Super Bowl ad prices compare across years?
| Game and source date | Reported price or spend | What the figure means |
|---|---|---|
| Super Bowl LX (2026), Associated Press | $8 million average per 30-second unit; a handful reportedly above $10 million | Reported NBCUniversal pricing; not a fixed price for every placement. Source. |
| Super Bowl LIX (2025), Associated Press | Some 30-second spots reportedly reached $8 million or more | Fox declined to confirm an exact price and said placement and other factors affect pricing. Source. |
| Super Bowl LII (2018), Kantar Media release (January 14, 2019) | $5.235 million average for a 30-second ad; $482 million in total ad spend | Historical figures for the 2018 game, not current rates. Source. |
| Earlier FOX historical example, NFL.com | $2.7 million for a 30-second spot, up from $2.6 million the prior year | Dated historical context; it is not a present-day benchmark. Source. |
What does it cost to produce a Super Bowl commercial?
Airtime is only one part of a campaign budget. A useful estimate separates the media buy from the creative and campaign work, because the scope and cost of each vary by advertiser.
#1 Best Overall
Media inventory
Start with the game-time unit, then account separately for any pregame or postgame airtime and any broader sports-media package. A reported average price for one 30-second unit does not establish the price of a package that includes additional events or placements.
Creative and campaign work
Other potential costs include agency services, filming and production, post-production, celebrity talent, music licensing, and supporting media. A 2025 Fast Company article assembled illustrative estimates for these kinds of costs; those figures are examples, not an official tariff or audited universal average. Do not add them to the reported airtime price and present the result as a standard total. Fast Company, 2025.
Rank #2
The available reporting does not establish one all-in average for airtime plus production. Creative choices, deal scope, and additional media differ, and exact network terms are not all public. FOX Advertising provides guidelines and creative resources, but its resource page is not a Super Bowl rate card. FOX Advertising.
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How to estimate a campaign budget without confusing the numbers
- Define the buy. Specify the game, year, ad length, and whether the estimate is for a standalone game-time placement or a multi-event package.
- Use a reported rate as a benchmark, not a quote. For Super Bowl LX, AP reported an $8 million average per 30-second unit, with a handful above $10 million. The actual placement and agreement may differ.
- List creative costs separately. Request estimates for agency work, production, post-production, talent, music rights, and supporting media rather than treating them as included in airtime.
- Check delivery requirements with the seller. Use the relevant network’s creative guidance to confirm specifications and deadlines; those requirements do not tell you what the inventory costs.
- Compare like with like. A package spanning sports properties or events is not directly comparable to a single 30-second game spot. Keep the included placements and services visible in the estimate.
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