The trend: Several major brands are rethinking how they will show up around Super Bowl LX, even as the event remains the most-watched TV broadcast in the US.

• Nike confirmed it will skip an in-game ad after returning last year, per Adweek, choosing instead to lean on its role as the NFL’s exclusive uniform supplier and to refocus spending on core sports categories ahead of the 2026 World Cup.
• Skittles is also avoiding a traditional spot, per Marketing Dive, replacing it with a real-world activation starring Elijah Wood that unfolds at a fan’s home during the game and is amplified across digital video, social, and delivery partnerships.

These campaigns from major brands show that marketers can be part of the zeitgeist without a costly Super Bowl ad. Others are prioritizing spending on 2026 sports events with global reach like the World Cup and Olympics.

Still, others show the value of an in-game ad hasn’t diminished:

• Anheuser-Busch is going big with roughly 2.5 minutes of in-game ads across multiple brands, and using the Super Bowl as the kickoff to a yearlong presence at cultural and sports events.
• Squarespace is returning for its 12th appearance, according to the company, continuing to bet on the Super Bowl as a rare chance to reach mass audiences at once.
• AI companies are also increasing their presence. The Wall Street Journal reports that OpenAI will run a 60-second spot, part of a broader surge in AI advertising on both linear TV and digital platforms.

Why it matters: The Super Bowl remains one of the few moments that reliably delivers national scale, even as media consumption continues to fragment. But rising ad prices, now reaching up to $8 million for 30 seconds, are forcing brands to be more selective about whether a single broadcast placement justifies the spend.

• The Super Bowl consistently draws more than 100 million viewers, including 126 million last year, far exceeding most US media events. It’s big enough that more than 1 in 4 pay TV subscribers fear losing access to major live events like the Super Bowl if they cut the cord.
• Marketers are increasingly treating the Super Bowl as a launchpad rather than a standalone play, extending campaigns across streaming, social, retail, and live activations.
• Interest in Super Bowl ads has held steady but not surged in recent years, per Ipsos, suggesting it takes more than the $8 million price tag to break through.

Recommendations for marketers:

• Decide early whether the value lies in the TV spot itself or in using the Super Bowl as a high-profile starting point for a broader campaign. US adults are consistently excited for ads ahead of the game, per Ipsos.
• If skipping the broadcast, ensure there is still a visible and culturally relevant presence tied to the game, as Nike and Skittles are doing in different ways.
• Build extensions that carry momentum beyond game day, especially across streaming video, social platforms, and retail environments.
• Treat the Super Bowl as a test of clarity and relevance. With so much attention concentrated in one moment, vague messaging is more likely to be ignored than remembered.