The Super Bowl offers massive exposure to millions of viewers, but traditional TV ad slots cost a fortune—often $8 million or more for 30 seconds, with some exceeding $10 million. This year, NBC sold out its national inventory for Super Bowl 60 (also known as Super Bowl LX), airing February 8, 2026, from Levi's Stadium in Santa Clara, California, where the Seattle Seahawks face the New England Patriots.
According to CNBC, a growing, more affordable alternative is gaining popularity: streaming-only ad spots on Peacock, NBC's streaming service, which simulcasts the game. These spots cost roughly half as much as traditional broadcast ads, around $2 million to $3 million for 30 seconds, though still not inexpensive, and represent about 10% of total ad inventory. They fill slots that would otherwise run regional commercials on linear TV and appear nationally to Peacock viewers.
NBC's Mark Marshall, chairman of global advertising and partnerships, noted that streaming-only spots are limited in number but have surged in demand recently. "So cheaper, but still not cheap," he said. "People caught on to this trick over the past couple years, and it’s done really well in streaming."
These spots attract newer or smaller brands unable to afford full broadcast rates, often serving as an entry point or test. All Peacock-only ads this year feature first-time NBC Super Bowl advertisers, including cowboy boots brand Tecovas and family location safety app Life360.Tecovas CMO Krista Dalton called the streaming debut "a deliberate choice," delivering Super Bowl impact in a highly engaged environment while remaining disciplined on spending.
Life360 CMO Mike Zeman described it as a way to test integration into a major cultural moment for modern families, with an "out of pocket" investment that doesn't dominate the marketing budget.
Last year, nearly 128 million viewers tuned in across TV and streaming. Streaming audiences continue rising, drawing more brands.