Early ad reveals set high-stakes stage for Super Bowl LX

Super Bowl LX on Feb. 8, 2026 is seeing a flood of early ads and teasers as brands pay up to $10 million for 30-second spots and pour millions into production; advertisers aim for humor and star power to cut through economic and political concerns, with returning brands like Budweiser and Pepsi and new entrants such as Ro and Fanatics Sportsbook, plus pre-released spots from Bosch, Bud Light, Dunkin', Hellmann's, Instacart, Toyota, Pringles, Ritz, Ro, Rocket, Skechers, Squarespace, Svedka, TurboTax and more, featuring Peyton Manning, Post Malone, Kendall Jenner, Emma Stone, Sabrina Carpenter and Lady Gaga.