NBCUniversal has reported significant advertising success for the 2025-2026 NFL season, announcing that 90% of its ad inventory for Sunday Night Football (SNF) has been sold out, and all ad spots for Super Bowl LX, scheduled for February 8, 2026, are fully booked.
This milestone comes ahead of the 20th season of SNF and marks the highest-grossing NFL season to date for NBCUniversal across its linear and streaming platforms, including NBC, Peacock, and Telemundo.
The Super Bowl ad inventory sold out earlier than ever, with NBCUniversal seeking at least $7 million per 30-second spot, and some premium slots reaching $8 million, reflecting high demand.
Key advertisers for the Super Bowl include consumer packaged goods, entertainment, finance, and alcohol brands, with increased spending from pharmaceutical, entertainment, and quick-service restaurant sectors.
Digital investments, particularly on Peacock, rose by 20% compared to NBC’s last Super Bowl broadcast in 2022.
For SNF, NBCUniversal has secured over 150 partners, nearly 40 of which are new, with core categories including automotive, insurance, retail, technology, and quick-service restaurants. Pharmaceutical, finance, and technology sectors have also increased their investments year-over-year. Toyota continues to sponsor the SNF halftime show.