Super Bowl 60 Advertising Preview: Key Trends and Early Announcements

Super Bowl advertising remains one of the most high-profile marketing opportunities of the year, and excitement is already building for Super Bowl 60, set for February 8, 2026. NBCUniversal confirmed that all commercial inventory for the game is sold out, with early discussions suggesting a 30-second spot could cost around $7 million.

A recent Marketing Dive article provides updates on brand campaigns, agency partnerships, and emerging trends as advertisers prepare for the big night. Several brands, including Grubhub, have already announced their debut campaigns, while others like Ritz and Nerds plan to return. With Super Bowl 2025 drawing more than 127 million U.S. viewers across TV and streaming, the stakes remain high for brands looking to capture attention.

Early Trends to Watch:

• Celebrity Endorsements: Using familiar faces continues to be a mainstay, offering brands instant recognition and cultural relevance.
• Nostalgia Marketing: Many advertisers are leaning on familiar cultural references to connect with audiences in a memorable way.
• AI and Technology Integration: Generative AI and other digital tools are likely to feature in creative executions, allowing brands to experiment with innovation at scale.
• Event Tie-Ins: From halftime show sponsorships to themed activations, marketers are finding ways to extend engagement beyond the TV spot.

As brands finalize their campaigns, staying up to date on the latest announcements and strategies is critical. For a full, regularly updated list of brand plans and agency details leading up to kickoff, check out the complete Marketing Dive Super Bowl 60 ad tracker.

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