Best Super Bowl 2026 Ads: Top Commercials & Celeb Spots

Super Bowl LX has concluded with a victory for the Seattle Seahawks over the New England Patriots, but the game itself was only part of the spectacle. As has become tradition, the commercials aired during the broadcast are a major cultural event, and this year’s slate proved no exception.

The Rising Cost of Super Bowl Advertising

For decades, the Super Bowl has evolved into more than just a football game. it’s a cultural touchstone where the advertisements are as anticipated as the halftime show. Producing these ads is a significant investment, and costs continue to climb. In 2026, NBCUniversal charged $8 million for a 30-second commercial slot, a substantial increase from the $7 million average seen in 2025. This price also included an $8 million match across other network properties, including the 2026 Winter Olympics and NBA coverage.

Did You Know? Super Bowl ad inventory reportedly sold out as early as the first week of September, a month earlier than the previous year.

Despite the high price tag, demand remained strong, with ad space reportedly selling out a month earlier than the previous year. Many familiar brands returned, including Uber Eats, Google, Pringles, Pepsi, Dunkin Donuts, Budweiser, Michelob Ultra, T-Mobile, and Xfinity.

A Shift Towards Positivity in Advertising

Interestingly, this year’s commercials took a different approach than in previous years. Rather than focusing on social commentary, many brands opted for themes of joy, nostalgia, and absurdity. Skittles, for example, featured a live commercial with Elijah Wood performing as a magical creature summoned by a horn.

Ben Affleck returned for his fourth consecutive year with Dunkin Donuts, this time leaning heavily into 1990s nostalgia. The ad included appearances from Jaleel White, Alfonso Ribeiro, Jasmine Guy, Jennifer Aniston, Matt LeBlanc, Jason Alexander, and Ted Danson, alongside former Super Bowl participant Tom Brady.

Expert Insight: The shift towards lighter, more nostalgic themes in Super Bowl advertising may reflect a broader cultural desire for escapism and positivity, particularly given the current media landscape.

Other notable commercials included Ritz crackers featuring Jon Hamm and Bowen Yang with Scarlett Johansson, SquareSpace with Emma Stone and Yorgos Lanthimos, and Michelob Ultra starring Kurt Russell and Lewis Pullman alongside Olympic athletes Chloe Kim and TJ Oshie.

A Star-Studded Lineup

Celebrity power was on full display throughout the commercial breaks. Adrien Brody appeared in a TurboTax ad, William Shatner promoted Raisin Bran, Matthew McConaughey and Bradley Cooper starred in an Uber Eats commercial, and 50 Cent showcased his trolling skills in a DoorDash spot. Novartis also returned with a commercial focused on prostate cancer awareness, featuring several former NFL tight ends.

Frequently Asked Questions

What was the cost of a 30-second commercial during Super Bowl LX?

NBCUniversal charged $8 million for a 30-second commercial during Super Bowl LX, with an additional $8 million match across other network properties.

Which brands returned for Super Bowl commercials in 2026?

Several brands returned, including Uber Eats, Google, Pringles, Pepsi, Dunkin Donuts, Budweiser, Michelob Ultra, T-Mobile, and Xfinity.

What was a notable trend in the commercials aired during Super Bowl LX?

A surprising angle of this year’s ads was the positivity, with many brands opting for joy, nostalgia, and sheer absurdity.

As advertising costs continue to rise, it will be interesting to see how brands adapt their strategies in future Super Bowl broadcasts. Will we see even more celebrity endorsements, or will advertisers explore new and innovative ways to capture the attention of millions of viewers?