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Super Bowl Ads And Sports Business

(In Case You Missed It)

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Media Man Super Bowl 2026 Coverage Continues Under The Media Watercooler ...

February 2026

QB To The Teams er Brands ...

Anthropic announced its first Super Bowl campaign, running a 60-second pregame spot and a 30-second in-game spot that pledge Claude will be ad-free, unlike OpenAI's ChatGPT.

OpenAI is expected to advertise again this year, after running its first TV commercial during last year's game.

Salesforce is partnering with MrBeast for its spot. "Let's make the craziest Salesforce-Slack love child ad the world's ever seen," CEO Marc Benioff said to him in an X post.

Meta will advertise its Oakley smart glasses in two 30-second spots, featuring running back Marshawn Lynch, filmmaker Spike Lee, golfer Akshay Bhatia and skateboarder Sky Brown.

Hims & Hers will return to the Super Bowl this year. Ro, one of its competitors, will debut this year in a spot with Serena Williams.

Weight loss medications. Better than regular Big Farma, known for all those CVD scandals right.

Fanatics Sportsbook is running its first-ever Big Game commercial, featuring Kendall Jenner.

Saturday Night Live's Colin Jost and Michael Che are in DraftKings spot. FanDuel's ad runs prior to kickoff.

The NFL reportedly blocked prediction markets from advertising in the Super Bowl, as was the case for the 2025 season (Front Office Sports).

Studios/Films Paramount with "Scream 7," Lionsgate with "Michael," Universal with "The Super Mario Galaxy Movie" and Disney with "The Mandalorian and Grogu."

What to watch: Advertisers are sticking to creative themes that work such as humor and celebrities.

Spending on celebrity talent surged from 2020 to 2025 to $253 million, driven by ensembles, with 61% of total ads featuring celebrities, according to ad tech firm XR Extreme Reach.

Kantar's senior vice president of creative strategy Kerry Benson On The Record ...

"There's a recipe for Super Bowl advertising — good storytelling, being entertaining, celebrities, humor," Benson said. "But piling on celebrity is not quite novel as a few years ago. Celebrities get your attention and then delivering humor is usually part of what they're doing."

"Humor is always a good sell," said Martin Blich, WPP Media executive director and head of U.S. sports investment and partnership.

News Buzz

More Intel, News And Double Checking ...

Brands are increasingly tying ads to broader digital campaigns for extended reach.

Super Bowl advertising is one of the most iconic and expensive forms of marketing, with brands paying millions for 30-second spots during the big game to reach tens to hundreds of millions of viewers. The event blends massive viewership, cultural impact, and high production values, making it a prime showcase for humor, celebrities, nostalgia, and emotional storytelling.

As of February 2026, we're right around Super Bowl LX (60), which aired recently or is imminent, with ads continuing the tradition of big budgets and bold creative.

Cost of Super Bowl Ads

The price for a 30-second commercial has skyrocketed over the years:

In 2025 (Super Bowl LIX), spots averaged around $7 million, with some reaching $8 million+ (influenced by factors like last-minute openings from events such as California wildfires).

For 2026 (Super Bowl LX), the average is about $8 million, and some premium slots reportedly hit $10 million or more—the highest on record.

These figures cover just the airtime; production, celebrity fees, and post-game digital amplification can push total campaign costs much higher (often $20–30 million+ for a full effort).

Trends and Highlights from Recent Super Bowls

Super Bowl ads often lean safe yet entertaining, focusing on celebrities, humor, nostalgia, and feel-good messages to maximize buzz without major controversy.

2025 (Super Bowl LIX) highlights included: Heavy celebrity presence: David Beckham, Sydney Sweeney, Ben Affleck, Chris Hemsworth, Martha Stewart (in a Skechers ad with hip-hop moves), and more.

Standout spots: Pringles' "The Call of The Mustaches" (with Adam Brody, Nick Offerman, James Harden, Andy Reid); Ram Trucks' fairy-tale twist with Glen Powell; Bud Light's backyard bash featuring Post Malone, Shane Gillis, and Peyton Manning.

Nostalgia plays: Reunions like Meg Ryan and Billy Crystal for Hellmann's (evoking When Harry Met Sally).

Emerging categories: More ads for GLP-1 weight loss meds (e.g., Hims & Hers, Ro), sparking debate as the first major push into that space.

Beer dominance: Anheuser-Busch ran multiple spots for brands like Michelob Ultra, Budweiser, and Stella Artois.

Many ads embraced humor, lighthearted absurdity, and star power, with viewership hitting record levels (around 127–137 million average viewers).

2026 (Super Bowl LX) trends so far emphasize:

Continued celebrity overload: Ben Affleck (back with Dunkin'), Serena Williams (health/wellness), William Shatner (Kellogg's fiber), Chris Hemsworth (Amazon Alexa+ AI themes), and athletes like Rob Gronkowski.

Safe, buzz-worthy plays: Nostalgia (e.g., Jurassic Park revivals), humor (self-parody, food conspiracies), and wellness/health messaging.

Rising categories: AI/tech innovation, more GLP-1/weight loss ads (e.g., Wegovy with stars like Kenan Thompson, DJ Khaled), and emotional/human stories.

Media Man: What brand er, team, are you picking?! TD. And New!

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Anchor Text: What Is It & How To Optimize It?
(Search Engine Journal)

By Winston Burton

If you have been doing SEO for a while, then you know how important anchor text optimization was back in the day for getting your websites to rank high in search engines. But is it still important today?

This article will give you an overview of everything you need to know about anchor text, from best practices to what not to do.

*click here for full article

(Search Engine Journal)

Social Media

Greg Tingle

SEJ with an excellent and detailed article by Winston about anchor text in relation to Google and search engines. As a twenty year veteran I feel that this piece hit the target beautiful. Overview and examples of text and anchors done right and wrong. Quotes and reference points from the Google powers that be! We've had to manually change about a hundred anchor and text links over the past two decades plus. Clients and agencies have all sorts of reasons for wanting amendments. There may be a competitor and/or legal situation, I.P issues, change in business and marketing strategy, fine tuning of SEO tactics, and so it goes on. Webmasters and those in charge of implementing and executing text links and anchors, and the publishing of, would do well to best understand the subject and quirks as best as possible to help avoid disaster, and so to get a Win-Win-Win for the website, client and worldwide audience. All part of the magic formula for website publishing across the Matrix Of Things.

In-text advertising

In-text advertising is a form of contextual advertising where specific keywords within the text of a web-page are matched with advertising and/or related information units.

Description

Although contextual advertising in general refers to the inclusion of advertisements adjacent to relevant online context (e.g., Google AdSense), in-text advertising places hyperlinks directly into the text of the webpage. In-text advertising is commonly available from In-Text Ad Networks like Kontera using technology such as IntelliTXT, or offered by publishers using Ad Serving technology from PowerLinks Media.

Advertising Model

In text advertising commonly works on a cost per click (CPC) model, which means that each time a website visitor clicks on an In-text ad, the websites owner gets paid by the advertiser. Other models include cost per impression (CPM), cost per action CPA and cost per play CPP for multimedia content ads (also known as Pay Per Play (PPP) (Wikipedia)

Contextual advertising

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.

Pay-per-click

Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.

However, websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list that has been added in different ad groups, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems] to guard against abusive clicks by competitors or corrupt web developers. (Wikipedia)