NBCU’s upcoming Big Game is scoring big ad dollars.
According to several media buyers familiar with negotiations, NBCUniversal’s Super Bowl inventory is already climbing to $8 million for a 30-second unit.
Earlier this year, multiple outlets reported that NBCU was initially asking for around $7 million for a 30-second spot in Super Bowl 60, airing on February 8, 2026. However, due to demand, the company has already reached its cap for the number of spots that were available for advertisers to buy during the upfront season.
Three buyers confirmed to ADWEEK that NBCU is now looking for $8 million for a 30-second ad and an $8 million match across its other sports properties, including offerings like the NBA and the 2026 Winter Olympics.
In addition to the Super Bowl on Feb. 8, NBCU entered this year’s upfront touting a February that also includes the Winter Olympics (starts Feb. 6) and the NBA All-Star Game (weekend of Feb. 13), with all of those tentpoles receiving “a lot of interest,” Karen Kovacs, NBCU’s president of advertising and partnerships, previously told ADWEEK.
“There will be a fair number of clients—a pretty decent chunk of clients—that are paying $8 million a spot and matching that dollar volume in other sports with NBC,” one buyer said, speaking on the condition of anonymity.
According to a second buyer, NBCU is creating a list of advertisers that want to get in on its offer, and if advertisers are willing to pay more than $8 million for an ad and an $8 million match, they’ll be higher on that list.
For Super Bowl 59, Fox also initially priced ads around $7 million for 30-second units. However, after Fox had a successful upfront, more than 10 advertisers dropped out of the game due to a variety of difficulties, including the California wildfires. The openings led to a waiting list of advertisers willing to pay $8 million to get in the Big Game—a game that notably became the most-viewed Super Bowl ever. Fox also reportedly required a spending match across its portfolio for waitlisted advertisers.
However, this year’s demand caused NBCU to reach the $8 million figure more quickly than expected. A third buyer noted that the company is already in discussions with the NFL for additional inventory, something which Fox added last year as well.
NBCU did not respond to a request for comment by press time. The NFL declined to comment.
Fox currently holds the record for Super Bowl ad revenue. With the help of its $8 million ad units for Super Bowl 59, the company announced in February that it reached $800 million in gross revenue from advertising sales across its platforms.