In 2026, NBC has already sold all Super Bowl commercial spots, with each ad slot carrying a hefty price tag of $7 million.

NBCUniversal Sells Out Super Bowl LX Commercial Inventory

NBCUniversal has made history by selling out all commercial inventory for Super Bowl LX, set to air on February 8, 2026, from Santa Clara, California. This marks the first time a broadcaster has sold out all spots for the prestigious event this far in advance.

The upcoming NFL season, including Super Bowl LX, is shaping up to be NBCUniversal's highest grossing to date. In fact, Fox, which showed Super Bowl LIX earlier this year, was close to selling out in August, about half a year before the play date.

Peter Lazarus, executive vice president of NBC Sports & Olympics, Advertising and Partnerships, made a statement about the sold-out ad inventory, "The Super Bowl is a unique and powerful platform that offers advertisers a chance to reach a massive, engaged audience. We're thrilled to have secured such strong demand for our inventory."

The Super Bowl ad process can take several months to complete, and NBCU sought $7 million for a 30-second Super Bowl spot earlier in the year. Consumer-products marketers, entertainment companies, financial-services firms, and alcohol advertisers were the top investors in Super Bowl inventory.

Marketers that previously did not spend heavily on sports now see new reasons to do so, as the Super Bowl serves as a key point of leverage for NBCUniversal, with major sports events like the Winter Olympics and NBA All-Star Game upcoming.

Digital investments in the Super Bowl increased by 20%, according to NBCU, reflecting the growing importance of digital advertising in today's media landscape.

NBCUniversal's Spanish-language Telemundo network has rights to show the FIFA World Cup next year, further solidifying its position as a leading broadcaster of major sports events.

While the specific companies that have purchased ads for Super Bowl LX have not been publicly disclosed, it is clear that advertisers are drawn to the broad, simultaneous viewership of extravaganzas like the Super Bowl. The Super Bowl sales process is accelerating, with CBS declaring Super Bowl LVIII sold in November of 2023.

The NFL's 2025-2026 season is approaching, and NBCUniversal has won a new tranche of sports rights, devoting two nights a week to the NBA. Scripted programming, viewed at times of the audience's own choosing, is less powerful than live sports events, making the Super Bowl a highly coveted advertising opportunity.

Revenue tied to Fox's telecast of Super Bowl LIX came to around $800 million, as revealed in May. Fox had to work for months to unload the last 5% of its Super Bowl LVII inventory.

With Super Bowl LX just over a year away, the anticipation is building, and NBCUniversal is poised to deliver another unforgettable event.