An unprecedented wave of artificial intelligence companies is making its mark at this year’s Super Bowl, investing heavily in advertisements as traditional giants pull back. Leading AI firms like Anthropic and OpenAI are joined by a variety of tech companies such as Google and Amazon, alongside smaller players like Genspark and Wix. The stakes are high, with average 30-second spots fetching a record $8 million, some even soaring to $10 million.
In its Super Bowl debut, GrubHub, now under billionaire Marc Lore’s ownership, is trying to regain its footing in a competitive delivery market dominated by DoorDash and Uber Eats. The company’s ad, directed by acclaimed filmmaker Yorgos Lanthimos and featuring George Clooney, highlights a promotion offering to cover delivery fees on orders over $50.
Anthropic is taking its rivalry with OpenAI to the big stage, running a campaign that emphasizes its chatbot, Claude, will remain ad-free. The 60-second pregame and 30-second in-game ads proclaim, “Ads are coming to AI. But not to Claude.” OpenAI CEO Sam Altman responded, calling Anthropic’s characterization “funny” yet “clearly dishonest,” insisting that they would never run ads as illustrated by their competitor.
Unilever is making an assertive entrance this year by running three separate ads for its brands-Hellmann’s, Dove, and Liquid I.V.—reflecting its strategic focus on the U.S. market, which contributes over a fifth of its sales. Despite the significant competition, President of Unilever USA, Herrish Patel, emphasized the importance of the Super Bowl as a marketing platform, stating that “80% of the audience actually watch the commercials.”
The rise of streaming platforms is offering smaller brands a foothold in the Super Bowl advertising arena. As the game is streamed on NBC’s Peacock, brands like Tecovas and Life360 can showcase their products to millions without breaking the bank. NBC Chairman Mark Marshall noted that streaming-only spots, which cost roughly half of traditional ads, now account for about 10% of overall inventory.
Amidst this advertising frenzy, former New England Patriots coach Bill Belichick faced disappointment over his omission from the Hall of Fame, a sentiment echoed by Donald Trump, who described it as “terrible.” In related news, New York Attorney General Letitia James warned consumers of the risks associated with prediction markets ahead of the game, highlighting the lack of consumer protections in unregulated platforms.
The NFL sees potential for substantial profits as it looks to renegotiate its media rights deal, which currently stands at an 11-year, $111 billion agreement signed in 2021. Commissioner Roger Goodell hinted at possible earlier negotiations following a season marked by stellar viewership.
Meanwhile, Kalshi has announced enhanced surveillance measures to ensure regulatory compliance in the burgeoning prediction market space, which has garnered interest by those looking to bet on various game-related outcomes.
With anticipation building, Grammy-winning artist Bad Bunny will make history as the first Spanish-language solo performer at the halftime show, while Charlie Puth will kick off the festivities with his rendition of the national anthem. As the Super Bowl approaches, its dual role as a sporting event and a marketing spectacle cements its status as one of America’s most-watched television occasions, promising a captivating experience for brands, viewers, and fans alike.
Original Source: https://www.cnbc.com/2026/02/08/super-bowl-60-ads-news-live-updates.html
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Publish Date: 2026-02-09 04:48:00
