The cost of a commercial during the NFL Super Bowl reached $10 million

Advertising prices for the final game of the American football season (Super Bowl), to be broadcast on February 8, have reached $10 million, Mark Marshall, head of global advertising at NBC, told Bloomberg.

According to Marshall, viewers of the National Football League (NFL) Super Bowl can expect more ads from tech, pharmaceutical, and wellness companies while they watch the game between the Seattle Seahawks and the New England Patriots.

Almost 40% of this year's sponsors were not involved last year, he added.

"Nothing drives brand awareness like the Super Bowl, and that's why companies continue to invest heavily in it," Marshall said.

The NFL continues to strengthen its position among advertisers and stands out among the many major sporting events this year, Marshall said. Prices for a 30-second commercial during the Super Bowl average $8 million, about the same as last year.

Last year's Super Bowl was the most-watched television event in US history, with 128 million people watching the Philadelphia Eagles defeat the Kansas City Chiefs. The match was broadcast on Fox TV channel, Tubi streaming service, and other platforms.

This year's large volume of sports broadcasts may force companies to plan their advertising spending more carefully, said Ruben Schreurs, CEO of Ebiquity Plc, a London-based consultancy. His company serves 75 of the world's 100 largest advertisers.

"Some brands will have to balance their investments this year between the Super Bowl and the World Cup," he said.

Nevertheless, according to Schreurs, there are plenty of companies willing to pay millions for a commercial and create spectacular ads. Sports advertising is booming, and unlike other major events like the Oscars, the Super Bowl seems more accessible to a national audience.

"It’s one of the few mediums that is probably non-political. It is a safe environment where you can reach the entire consumer audience," he said.

Kerry Benson, senior vice president of creative strategy at Kantar Group & Affiliates, noted that brands also paid attention to the growth of the Super Bowl's female audience. According to Nielsen, women accounted for 46% of Super Bowl 2025 viewers on Fox and Tubi.

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