- NBCUniversal said it has sold out its ad inventory for Super Bowl LX, which will run on NBC, Peacock and Telemundo on February 8, 2026, and 90% of its NFL inventory for the rest of the season.
- CPG, entertainment, finance and alcohol remained the top categories investing in Super Bowl advertising, with CPG, pharma, entertainment and QSR increasing their spending. Digital investments increased by 20% since 2022, which was the last time the Super Bowl aired on NBC.
- NBC will launch its 20th year of presenting Sunday Night Football this year, with more than 150 advertising partners, nearly 40 of whom are new. NBCUniversal also sold out all its key sponsorships for the broadcast, including its halftime show, which will be presented by Toyota.
NBC’s announcement underscores the continued draw of live sports for advertisers’ dollars. For NBC, the Super Bowl broadcast will take place during a nearly unprecedented period of live sports programming, which will also include the Milan Cortina Winter Olympics and the NBA All-Star Game, all happening within a 17-day timeframe.
“The unprecedented demand from advertisers across the Super Bowl and our 20th season of Sunday Night Football has made this upcoming NFL season our highest-grossing to date,” said Peter Lazarus, executive vice president, NBC Sports & Olympics, Advertising and Partnerships, in a statement. “With a monumental year ahead, we are proud of the incredible momentum thus far and are excited to offer both fans and brands an unrivaled slate of sports programming starting with the NFL kickoff.”
