NFL's record-breaking revenue reported by NBCU, all ad spots for Super Bowl LX sold out

In a remarkable display of advertising demand, NBCUniversal has announced record revenue for the 20th season of Sunday Night Football (SNF). This success is attributed to a diverse range of core categories, including automotive, insurance, retail, technology, and quick-service restaurants (QSR), continuing to be significant spenders across SNF.

The spotlight is not only on SNF, as the upcoming Super Bowl LX is creating a frenzy among advertisers. With the Super Bowl set to air on NBC, Peacock, and Telemundo on February 8, 2026, the event will form part of a 17-day span that also includes the NBA All-Star Game, the Milan Cortina Winter Olympics, and other major events.

The Super Bowl has attracted increased interest from various categories, such as consumer packaged goods (CPG), pharmaceuticals, entertainment, and QSR, in addition to the traditional automotive and finance sectors. Notably, digital investments in the Super Bowl have seen a 20% increase since the last Super Bowl on NBC.

Peter Lazarus, the executive vice president of NBC Sports & Olympics, Advertising and Partnerships, has acknowledged the high demand from advertisers, stating, "We are thrilled to see such strong interest from brands across various sectors for the upcoming Super Bowl LX and our NFL lineup."

Toyota has secured the sponsorship for Halftime for NBCUniversal's NFL lineup, while more than 40 partners are new for the 20th season of SNF. The WNBA Finals and Big Ten Championship Game will air in the fall of 2026, with the WNBA, the NBA Playoffs, and the 2026 Men's FIFA World Cup scheduled to air on Telemundo in the spring and summer of 2026.

NBCUniversal has sold out of all ad inventory for Super Bowl LX, as well as all key sponsorships for its NFL lineup. Moreover, 90% of its separate NFL inventory has been sold out. However, there are no available search results indicating who has acquired the sponsorship rights for the halftime of Super Bowl LX.

In a 360-degree approach to advertising within the upcoming Super Bowl, more brands are taking a comprehensive strategy, extending their reach across multiple platforms. This strategy is expected to amplify the advertising impact for the event.

In addition to the Super Bowl, NBCUniversal is hosting the NBA All-Star Game in 2026, further solidifying its position as a premier destination for major sporting events. The company reported record revenue for the 20th season of SNF, with more than 150 partners participating in NBCUniversal's programming for the season.