Some Super Bowl Ad Slots Sold for $10 Million
The cost of a Super Bowl commercial has reached another level.
Some ad slots for the Feb. 8 game on NBC have sold for $10 million, Mike Marshall, head of global advertising for NBCUniversal, told Bloomberg.
That’s a huge leap even from the $8 million going rate for 30 seconds of time in this year’s game, pitting the Seattle Seahawks against the New England Patriots. Networks often hold back a handful of slots to sell as last-minute inventory, and fill with their own network show promotions.
That gambit apparently paid off for NBC, creating yet another high-water mark in advertising for the big game. The $10 million plateau is a 43% increase from just four years ago, when $7 million bought you 30 seconds of exposure; this year’s game is expected to attract an audience of up to 130 million viewers.
Super Bowl commercials have transformed from modest 30-second spots in 1967, priced around $37,500, to commanding explosive $7 million buys by 2023. This dramatic increase reflects the event’s growing cultural significance and massive viewership. In 2025, due to unforeseen circumstances like the California wildfires, approximately 10 advertiser slots opened up, with FOX filling them at an astonishing $8 million-plus each. The trend shows no signs of slowing, as NBC sold out Super Bowl LX ad inventory earlier than ever, with digital ad investment rising by 20%, indicating a continued surge in prices.
For decades, the Super Bowl has been a premier platform for memorable and widely discussed advertisements. From celebrity appearances to humorous and heartwarming narratives, the event showcases immense creativity. When Super Bowl I aired in 1967, advertising during such a major sporting event was relatively uncommon. However, NBC sold commercial time for $37,500 per minute. Since then, the cost for advertising has escalated significantly, reaching an average of $5.2 million for 30 seconds of airtime during Super Bowl LIII in 2019. SuperBowl-Ads.com has been tracking these developments, archiving prices, viewership growth, and legendary ads since 1998, emphasizing that “It’s all about the ads.”
Throughout its history, several Super Bowl ads have achieved pop culture icon status. The 1984 Apple commercial, with its powerful message and inspiring visuals, is widely regarded as one of the greatest ever. Other notable advertisements include Reebok’s “Terry Tate: Office Linebacker’” from 2003 and Volkswagen’s “The Force” in 2011. The commercials are crafted by top marketing professionals, aiming to connect with viewers emotionally while effectively conveying their brand’s message. The most recent Super Bowls have seen record viewership, shares, and ratings, further solidifying the event’s value as an advertising spectacle. For a detailed breakdown of costs, ratings, shares, and average viewership by year, please visit Super Bowl Ad Costs: A Look at Advertising Prices from 1967 to 2026.
