The Super Bowl is more than a football game. It is a shared cultural moment, a reason to gather with friends, and for many people, the unofficial ad awards show. Every year brands pour millions into thirty-second stories that aim to surprise, delight, or break through amid one of the most watched broadcast events in the world. With Super Bowl LX set for February 8, 2026, advertisers are already finalizing creative that will define the conversation long after kickoff.
And this year, the lineup of advertisers promises a mix of familiar cultural voices and bold new debuts.
Super Bowl commercials are expensive. NBCUniversal reportedly sold all advertising inventory for the game, and early discussions placed a 30-second spot around $7 million or more by the time everything was locked in. That cost isn’t just about a time slot on television. It buys attention from millions of viewers, press coverage, conversations online, and shareable moments that continue long after the final whistle.
Trends We’re Already Seeing
1. Storytelling with Heart and Humor
Super Bowl ads are known for big laughs and bigger emotions. This year, many brands seem prepared to blend both. From community stories to heart-warming callbacks and comedic twists, expect a mix that aims to connect emotionally as well as entertain.
2. Brand Purpose and Social Engagement
Purpose-driven advertising and social issues will surface, but in ways that tie back to authentic brand values rather than feeling preachy. Storytelling that feels grounded rather than forced tends to perform better in a moment where audiences are watching with friends and family.
3. Early Digital Buzz Before Broadcast
Teasers, influencer collaborations, and pre-game reveals are now almost as important as the game-day spot itself. Brands are building anticipation and testing ideas on social before the Super Bowl even airs.
Confirmed Advertisers for Super Bowl LX
Here are some of the brands that have already confirmed big game ads or are widely reported to be part of the 2026 Super Bowl lineup.
Snack and Beverage Brands
Pringles is returning with a 30-second spot and a new creative direction after eight consecutive years of appearances.
Lay’s, Pepsi Zero Sugar, and Poppi will also be part of PepsiCo’s Super Bowl roster this year.
Ritz is back for another year with a refreshed creative direction.
Nerds will make its third consecutive appearance.
Hellmann’s is continuing its streak in Super Bowl spots, this time for a sixth straight year.
Food and Delivery Platforms
Grubhub is making its Super Bowl debut with a first-ever national Big Game spot.
Instacart has confirmed a return to the Super Bowl, working with BBDO and McCann on its campaign.
Tech and Automotive
Bosch will return for a second year after its debut last season.
Household and Personal Brands
Dove will continue its body positivity message with a second Super Bowl ad.
WeatherTech is returning for its 14th spot in recent years.
Alcohol and Beverages
Svedka Vodka will debut its first Super Bowl commercial, representing a return of spirits brands after a long absence from the Big Game stage.
What This Lineup Tells Us
This year’s advertiser mix shows a few clear signals:
Snack and beverage brands still dominate, reminding viewers that Super Bowl parties and food culture go hand in hand.
New entrants like Grubhub and Svedka show that even categories not traditionally associated with massive broadcast ads see the value in huge visibility.
Longevity and tradition matter for brands like Pringles, Ritz, and Hellmann’s, which continue to use the Super Bowl as a cornerstone of cultural storytelling.
The buzz around these advertisers suggests that creative risk and cultural resonance will once again be key. People don’t just remember product features. They remember the story, the feeling, and sometimes even the soundtrack of an ad.
The short of it
Super Bowl ads are reminders that creative storytelling still matters, even in an age of short clips and personalized feeds. When brands commit to this moment, they do more than reach millions. They create talkability, embed themselves into cultural moments, and offer viewers something to look forward to beyond the scoreboard.
As Super Bowl LX nears, keep an eye on these confirmed brands and the teasers that follow. The game may only be a few hours long, but the impact of the ads will last for weeks afterward.