Here’s what else a $8M, 30-second Super Bowl budget can purchase in 2026

The Super Bowl — arguably the industry’s most coveted ad opportunity — is back this Sunday. Already, advertisers have shelled out up to $8 million for a 30-second spot.

Notably this year, marketers are also grappling with plans to spend around the Winter Olympics and World Cup. Ad prices continue to climb, with brands like Instacart, Kellogg’s Raisin Bran and Hellmann’s expected to broadcast spots in the Big Game. For others, like HexClad and Avocados From Mexico, those Super Bowl-related dollars are being spent off the broadcast.

With the broadcast appearing on NBC, Peacock, Hulu, YouTube TV, DirecTV, and NFL+, and other major cultural moments waiting in the wings, some may question whether an $8 million opportunity to get in front of 127 million viewers simultaneously is worth it.

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