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Super Bowl LX<\/a> is not only the NFL’s biggest stage in 2026 \u2014 it’s also a make-or-break broadcast for commercials, with the nation’s top brands spending millions on 30- and 60-second ads aimed at winning over an audience that could top 100 million viewers.<\/p>\n For companies, the reputational and financial stakes are high. Running a 30-second ad during this year’s Super Bowl will cost as much as $10 million, according<\/a> to Bloomberg News. Advertisers also shell out millions more to produce their spots, often paying top dollar for celebrity spokespeople and to promote their commercials ahead of the big game.\u00a0<\/p>\n The Feb. 8 game, which will pit the Seattle Seahawks against the New England Patriots, will feature a host of returning advertisers, such as Budweiser and Pepsi, as well as new entrants, including health care company Ro and betting site Fanatics Sportsbook. Many advertisers are aiming for the funny bone this year, hoping to distract viewers from their concerns about the economy<\/a><\/span>\u00a0and polarized political views, experts said.\u00a0<\/p>\n “Advertisers are seeing the Super Bowl as an opportunity to catch a break from all of that,” Sean Muller, CEO of advertising research firm iSpot, told CBS News. “They really want to get people to not worry for a few hours. I think that’s why humor has made such a surge.”<\/p>\n