All Eyes on Super Bowl 60’s Advertising Lineup
With Super Bowl LX approaching on February 8, 2026, excitement in the advertising world is reaching a fever pitch. NBCUniversal has confirmed that all commercial inventory for the big game has already been sold out, with prices reaching approximately $7 million for a 30-second ad spot. This year promises a mix of returning favorites and fresh faces as brands gear up for what is often considered the most high-profile advertising event of the year.
The 2025 Super Bowl attracted a record-breaking 127.7 million U.S. viewers across TV and streaming platforms, setting the bar high for this year’s installment. As always, the game offers an unparalleled opportunity for advertisers to showcase their creativity and connect with massive audiences.
Confirmed Advertisers for Super Bowl LX
Among the brands confirmed for Super Bowl LX are both seasoned participants and first-time advertisers. Grubhub will make its Super Bowl debut, while established names like Hellmann’s, Homes.com, Ritz, Nerds, Novartis, and Manscaped return with new strategies and creative directions.
Grubhub is entering the fray with its first national Super Bowl spot, aiming to reclaim its leadership position in the food delivery sector. The campaign follows its acquisition by Wonder and signals a renewed investment in the brand’s future. “Our first-ever national Big Game spot is the most definitive signal of our renewed investment in the Grubhub brand,” said Marnie Kain, VP and Head of Brand.
Hellmann’s is continuing its streak with a sixth consecutive Super Bowl appearance. The brand’s 30-second ad, produced by VML, builds on its previous efforts to merge football culture with food branding, such as its “House of Hellmann’s” fashion line in collaboration with NFL star Kayvon Thibodeaux.
Homes.com, owned by CoStar Group, will return for a third straight year. The brand’s 2025 campaign featured actors Dan Levy and Heidi Gardner and helped solidify its presence in the digital real estate space.
Ritz is back with a refreshed creative direction in its 30-second third-quarter ad. Managed by The Martin Agency, the spot is produced by Hungry Man and Publicis Production. This year, Ritz also introduced a football-shaped cracker to align with the game’s festive spirit.
Manscaped will make its Super Bowl debut in 2026. The men’s grooming brand has enlisted Quality Meats as its agency partner following a creative review. The campaign is expected to be the company’s largest national marketing effort to date.
Nerds, owned by Ferrara, is returning for its third consecutive Super Bowl appearance. Previous ads featured music artist Shaboozey and influencer Addison Rae. The brand continues to leverage pop culture to engage younger audiences.
Novartis, the global healthcare company, will also be back for a second year. Produced by Fallon, the ad follows last year’s emotionally powerful campaign featuring actress and breast cancer survivor Wanda Sykes and actress Hailee Steinfeld.
Trends to Watch: Nostalgia, Celebrities, and AI
While the specific content of many upcoming Super Bowl ads remains under wraps, several trends are expected to dominate. Nostalgia continues to be a powerful tool for connecting with audiences, and marketers may also experiment with generative AI to create innovative content. Of course, celebrity endorsements remain a staple, offering familiar faces to help brands stand out in a crowded media landscape.
Halftime Show and Sponsorship Highlights
This year’s halftime show will be headlined by global superstar Bad Bunny, marking another high-profile moment for fans of both music and sports. For the fourth consecutive year, the halftime show is sponsored by Apple Music, a partnership that solidifies the brand’s presence in the entertainment world.
Super Bowl LX will take place at Levi’s Stadium in Santa Clara, California, adding another layer of excitement as the Bay Area prepares to host the marquee event.
Stay Tuned for More Updates
Marketing Dive will continue to update this tracker leading up to February 8 with the latest announcements, creative insights, and strategic shifts from participating brands. As companies finalize their campaigns, the advertising world will be watching closely to see who scores big on the industry’s biggest night.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.