Overview
- NBCUniversal confirms 30‑second in‑game spots average about $8 million with some buyers near $10 million, capping a sellout heading into Sunday’s broadcast and Peacock stream.
- Sportsbooks split strategies: FanDuel shifted to a pre‑kickoff push, BetMGM skipped national brand ads, and Fanatics Sportsbook bought its first Super Bowl slot starring Kendall Jenner after releasing the full cut online.
- AI takes center stage with Anthropic’s debut mocking ChatGPT ads, drawing a response from OpenAI’s Sam Altman, while Google and Amazon promote Gemini and Alexa with emotional and comedic turns.
- Star‑driven, nostalgia‑leaning creatives dominate pre‑released slates, including Budweiser’s Clydesdales with a bald eagle and Pepsi’s polar bear taste test, as new entrants like Novo Nordisk tout weight‑loss treatments.
- Brands lean on influencers for pre‑ and post‑game amplification rather than in‑game screen time, as analysts warn that entertainment without postgame infrastructure risks weak recall and limited ROI.