Overview
- Some national 30‑second placements surpassed $10 million, up from about $8 million last year, with NBC Sports confirming only a handful at that level and an average near $8 million.
- AI themes were pervasive, from Oakley Meta’s smart glasses and Wix’s AI tools to Anthropic’s spots touting that Claude has no ads, while an Amazon AI commercial aired shortly after the company cut 16,000 corporate jobs.
- Health messaging was prominent as Novo Nordisk promoted Wegovy pills with a celebrity cast, telehealth provider Ro featured Serena Williams for GLP‑1 offerings, and Hims & Hers highlighted broader access to care.
- Advertisers leaned on feel‑good nostalgia, stars and animals, including Budweiser’s Clydesdales, Mister Rogers callbacks, the Backstreet Boys for T‑Mobile, and a Jurassic Park reunion for Xfinity.
- The game’s massive, live reach remains the draw, with last year’s audience at roughly 127.7 million and about 40% of this year’s commercials coming from first‑time Super Bowl advertisers.