California, January 30, 2026 (NA) – A 30-second advertisement for the Super Bowl is costing up to eight million dollars, considered one of the biggest sporting advertising events in the world. This year, more than 150 brands will participate in the event on February 8th in Santa Clara, California. Organizers reported to the Noticias Argentinas agency and other media that viewership is expected to surpass the 127.7 million who tuned in for the 2025 broadcast. Apple will sponsor the halftime show headlined by Bad Bunny, and AB InBev, the world's largest brewer and one of the biggest advertisers, will have nearly 2.5 minutes of commercials for its iconic brands like Budweiser and Michelob Ultra. Meanwhile, OpenAI will air a 60-second ad, demonstrating the growing interest of artificial intelligence companies in promoting their products. Other brands present include Uber Eats, Lay's, Pringles, Ritz, and Swiss pharmaceutical giant Novartis. Following this is the World Cup. This kicks off the major sports advertising push in the United States, which in a few months will see the FIFA World Cup, featuring global leading brands like Adidas, Coca-Cola, Visa, Qatar Airways, Lenovo, Hyundai-Kia, and Aramco as primary FIFA partners, along with key sponsors like Bank of America, Lay's, McDonald's, Hisense, and AB InBev (Budweiser/Michelob Ultra). Adidas dominates in apparel, including Argentina's new jersey. With the NFL championship game between the Seattle Seahawks and New England Patriots at Levi's Stadium in Santa Clara, California, just days away on February 8th, it will once again be a major opportunity for brands to gain visibility, as it's not just about the scale of the event itself, but everything surrounding it. Record Viewership. In 2025, a record 127.7 million people watched the game on both traditional TV and streaming platforms, making it the most-watched broadcast in history, according to Nielsen. This year, NBCUniversal, the media company owning the broadcast rights (on NBC, Peacock, and Telemundo), projects that viewership will exceed that number. Social Media Amplifies Ads. In an ecosystem where media consumption is increasingly fragmented, why is it still so important to invest in a traditional TV event? Ads are shared on social media before, during, and after the game, amplifying their reach, generating conversation, engagement, memes, and all sorts of viral content. For many brands, a Super Bowl ad buy is not just advertising but a way to stay relevant to their audience. However, in an era where attention is the most valued asset and there's a need to optimize budgets, some brands seem to be rethinking their participation. The big news for this Super Bowl is that Nike will not have an ad and will only be the official NFL uniform supplier, as it is reportedly prioritizing its budget for global events like the World Cup, according to Adweek. According to an NBCUniversal statement, over 150 brands are participating this year, with nearly 40 being first-timers. Mass consumption, entertainment, pharmacies, and fast food were the categories that invested the most. The media company linked the purchase of Super Bowl ad packages to bundles for the upcoming 2026 Winter Olympics, scheduled for February 6-22, a strategy that allowed them to sell out premium ad inventory faster. The most important live event on American television brings ads starring major film and TV stars, high brand participation, and a halftime show featuring a solo Latin artist for the first time.
