Super ads

During yesterday’s Super Bowl television broadcast, advertisers spent an estimated USD 875 million dollars, up 9% from the previous year. Over the last ten years, the price of purchasing a 30-second advertising slot during the Super Bowl rose 88% to USD 8 million while viewership of the match rose 12% to 128 million. The relative success of the Super Bowl broadcast as an advertising medium continues to run counter to industry trends. As more options have emerged, including streaming services like Netflix and free platforms from YouTube to TikTok, viewers have spent increasingly less time watching traditional television networks on broadcast and cable. As a result, over the last five years, traditional television ad revenues have fallen 17% while revenue from video ads placed on social networks rose 300%.

Source: EMarketer, January 2026