Super Bowl 60 is doubling as the NFL’s biggest ad showcase of the year, with brands paying an average of about $8 million for a 30-second slot on NBC’s broadcast of Patriots vs. Seahawks.
Across health care, tech, food and drink, and AI, the companies buying in are treating the game as a launchpad for new products, celebrity-fueled campaigns, and platform debuts.
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Based on the available reporting, the confirmed lineup spans legacy Super Bowl advertisers and first‑timers, with some brands locked into specific quarters and others scheduled broadly “during the game” or in pregame and postgame windows.
Per multiple reports, the Super Bowl 60 ad roster includes a long list of national buyers investing at least one in‑game unit at current price levels.
Confirmed in‑game advertisers include:
- Amazon (Alexa+)
- Amazon Ring
- Anthropic (Claude)
- Artlist
- Base44
- Blue Square Alliance
- Bosch
- Bud Light
- Budweiser
- Cadillac Formula 1
- Comcast Xfinity
- Dave’s Hot Chicken (regional)
- Dove
- Dunkin’
- e.l.f. Cosmetics
- eos Products
- Expedia
- Fanatics Sportsbook
- FanDuel
- Ferrero North America brands (including Nerds and Kinder Bueno)
- Google (Gemini and YouTube TV)
- Grubhub
- Hellmann’s
- Hims & Hers
- Homes.com
- Jeep
- Kinder Bueno,
- Lay’s
- Liquid I.V.
- Liquid Death
- Manscaped
- Michelob Ultra
- Nerds
- the NFL (Inspire Change)
- Novo Nordisk (Wegovy)
- Novartis
- Oakley Meta
- Oikos
- OpenAI (ChatGPT)
- Pepsi (including Pepsi Zero Sugar)
- Poppi
- Pringles
- Raisin Bran
- Ramp
- Ring
- Rippling
- Ro
- Rocket Mortgage with Redfin
- Salesforce
- Samsara
- Sazerac’s Traveller Whiskey
- Skechers
- Spectrum
- Spruce
- Squarespace
- Starbucks (around the Super Bowl window)
- State Farm
- SVEDKA Vodka
- Telehealth/health platforms highlighted by Ro and others include T-Mobile, Toyota, Tree Hut, TurboTax, Uber Eats, United Airlines (regional), Universal Orlando Resort, Volkswagen, WeatherTech, Wells Fargo, Wix.com, and others noted across the trackers.
Not every source specifies exact slot pricing by brand, but all of these are described as national or major regional buyers in Super Bowl 60 inventory, which is priced at roughly $8 million and above for 30 seconds.
Full Super Bowl Commercials Schedule
Pregame
Pregame coverage on NBC and other networks features several early placements tied to the game but airing before kickoff. NBC’s “Road to the Super Bowl” and the multi‑hour Super Bowl 60 pregame show set the stage for in‑game campaigns from Rocket Mortgage/Redfin, TurboTax, Sazerac’s Traveller Whiskey, and others.
Brand Innovators notes that Traveller Whiskey will air a 30‑second national spot “shortly before kickoff” on NBC and Telemundo.
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Ramp is running a 30‑second pregame ad directed by Randall Einhorn, while various trackers also highlight early teasers from Liquid I.V., Ro (with Serena Williams), and other health and tech brands previewing their game‑time creative.
First Quarter
In the first quarter, confirmed advertisers reportedly include Skechers (“Sofia Vergara Kicks off Big Game in Skechers”), Ramp (“Multiply What’s Possible”), Manscaped (“Hair Ballad”), Instacart (“Bananas”), Liquid I.V. (“Against All Odds”), Oakley Meta (“Athletic Intelligence Is Here”) and Squarespace (“Unavailable”).
These spots introduce categories ranging from grooming and hydration to AI‑powered glasses and website building, often with celebrity cameos such as Sofía Vergara and director Spike Jonze.
The quarter also features the first Oakley Meta ad featuring Marshawn Lynch, iShowSpeed, and several Olympians demonstrating the brand’s performance AI glasses.
Second Quarter
The second quarter continues the heavy rotation of national brands. Per reports, confirmed buys include TurboTax (“The Expert” with Adrien Brody), Rocket Mortgage and Redfin (“Won’t You Be My Neighbor” with Lady Gaga), T‑Mobile (“Tell Me Why (T‑Mobile’s Version)” with the Backstreet Boys and Machine Gun Kelly), and Kellogg’s Raisin Bran (William Shatner’s “Will Shat”).
It also includes Nerds (“Bud Dials”/“Taste Buds” with Andy Cohen), Uber Eats (“Hungry for the Truth” with Matthew McConaughey, Parker Posey and Bradley Cooper), Dove (“The Game Is Ours”), Bosch (“The More You Bosch”) and Oikos (“The Big Hill” starring Kathryn Hahn and Derrick Henry).
This stretch is also where several health‑and‑confidence messages appear, including Dove’s spot on girls in sports and Oikos’ “Big Hill” strength‑themed creative.
Halftime
Around 8 p.m. ET, Bad Bunny headlines the Apple Music halftime show, while several advertisers anchor campaigns to the intermission window.
Brand Innovators and Yahoo Sports note that Fanatics Sportsbook’s “Bet on Kendall” spot with Kendall Jenner airs at halftime, and multiple trackers point to longer‑form brand stories and entertainment promos clustered around the break.
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Health and GLP‑1 coverage from AOL’s piece underscores that Novo Nordisk’s Wegovy “New Way” spot is a key tentpole of the night, positioned as a 90‑second centerpiece during the game, while other pharma and wellness brands like Ro and Liquid I.V. reinforce the broader health theme surrounding halftime and the second half.
Third Quarter
Third‑quarter inventory features several tech, food, and lifestyle brands. As per the report, Svedka (“Shake Your Bots Off,” the first fully AI‑generated Super Bowl spot), Pringles (“Pringleleo” with Sabrina Carpenter), e.l.f. Cosmetics (“e.l.f Presenta: MELISA” with Melissa McCarthy), Grubhub (“The Feest” with George Clooney), Ritz (“Shell Phone” with Bowen Yang, Scarlett Johansson and Jon Hamm), Ring (“Be a Hero in Your Neighborhood” with a focus on lost dogs), Volkswagen (“The Great Invitation”), and Rippling (“The Mastermind” with Tim Robinson).
Brand Innovators’ tracker adds that RITZ, Tree Hut, Base44, and Salesforce, along with MrBeast and other brands, also use mid‑game slots, many of which lean on nostalgia, AI themes, and family narratives.
Fourth Quarter
Late‑game breaks retain a mix of legacy Super Bowl advertisers and first‑timers. Hellmann’s (“Sweet Sandwich Time” with Andy Samberg as “Meal Diamond”) and Cadillac Formula 1’s livery reveal in the fourth quarter.
The fourth‑quarter and late‑second‑half windows are where viewers can expect spots from Budweiser (“American Icons” with Clydesdales), Bud Light (“Keg” with Peyton Manning, Post Malone and Shane Gillis), Michelob Ultra (“The ULTRA Instructor”), Liquid Death, Pepsi Zero Sugar (“The Choice” with a polar bear choosing Pepsi), WeatherTech, Toyota (“Superhero Belt” for the RAV4), and multiple health and AI brands including Anthropic.
Exact down‑and‑distance timing varies, but these brands are confirmed as in‑game buyers.
Postgame
Postgame coverage on NBC and ESPN carries additional placements, though available reporting groups most buy as “during the game” rather than assigning them to specific postgame minutes.
After the Lombardi Trophy presentation, NBC transitions to Winter Olympics coverage, where several advertisers from the game, including Rippling, Samsara, United Airlines, and others, extend their campaigns into Olympic programming.
ESPN’s “NFL PrimeTime” also provides a platform for brands that have purchased broader Sunday packages. Across these late windows, the same companies that invested heavily in the main broadcast will continue to appear, reinforcing campaigns built around health, AI, snacks, beverages, and financial services linked to Super Bowl 60.
