Super Bowl ads are not just entertaining. They are also a reflection of how our society is evolving in terms of consumption and technology. Here’s a preview of the highlights from this 2026 edition, which will take place on February 8th.
From $37,500 for a 30-second ad during the first Super Bowl in 1967, to $4 million a decade ago, we’ve now reached $8 million today. Without a doubt, the big American football event remains among the most coveted live events for advertisers.
AI Takes Center Stage
This year, we’re seeing significant presence from advertisers linked to artificial intelligence. First, OpenAI, which made its debut at the previous Super Bowl, is returning this year.
But it’s its main competitor, Anthropic, that’s likely to make waves this year. The maker of Claude doesn’t hesitate to take a jab at the ChatGPT firm, which recently introduced advertising in the United States.
A thinly veiled biting message… that made Sam Altman, OpenAI’s co-founder and CEO, grimace. He pointed out on X a “dishonest” attitude. At the Super Bowl, the game isn’t always played on the field… or on game day!
This year also marks the debut of Svedka, the first vodka brand to advertise at the Super Bowl. The connection to artificial intelligence? They’ll be presenting an ad created largely with the help of AI.
Also noteworthy are the ads from Oakley and Meta with their new AI-powered smart glasses.
The Auto Industry Takes a Back Seat
In contrast, the automobile industry, once ubiquitous, will be much less visible this year. Only a few brands like Toyota and Jeep will be participating, in a more challenging economic context for manufacturers.
According to Adweek, the share of airtime for automotive advertisers has dropped from 35% to 8% over the past decade, giving way to other sectors such as telecommunications and entertainment (e.g., Netflix).
A Few Big Names
While cars are less in the spotlight this year, major American showbiz stars will be present in large numbers. We’ll see notably singer Sabrina Carpenter, nominated six times for the 2026 Grammys, and Oscar-winning actress Emma Stone, representing the Squarespace brand. In both cases, it’s their first appearance in a Super Bowl ad.
On the sports side, note the presence of George Kittle and a few fellow football players, who will represent Novartis. Tennis champion Serena Williams will also be featured.
Iconic figures in Super Bowl advertising, the famous Budweiser Clydesdale horses will also be present this year, in another well-executed ad.
Room for Politically-Charged Messages?
In the past, brands have taken the liberty of including politically-flavored messages. In the current context, will advertisers dare to be critical of the American administration? It’s far from certain given this risky gamble.
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