Strong marketing and IP defense helped Levi’s top forecasts, raise guidance, and support premium pricing.

Disney’s $10 million Super Bowl commercial pitch: Advertisers balk at early pricing and could eye other buys if value doesn’t match hype.

Racial representation in Super Bowl ads rose versus last year but lagged behind 2024, while celebrities skewed white and LGBTQ visibility fell again.

From ai.com to Claude and coders, AI ads led engagement, overtaking beer, autos, and other legacy categories.

Emotion won at the Super Bowl as Ring, Budweiser, and Amazon topped iSpot rankings by pairing heart, nostalgia, and humor with brand recognition.

"The Super Bowl has grown from a football game into one of the biggest cultural moments for brands," said our analyst Suzy Davidkhanian in a recent episode of “Behind the Numbers.” The Super Bowl maintains its advertising relevance in an increasingly fragmented media landscape because it delivers something increasingly rare: A massive, diverse audience engaged in a shared cultural moment.

Non-controversial stars, authentic fits, and humor, not fame alone, boost Super Bowl ad results.

The move aims to increase purchase frequency and shelf space at top retailers.

Pharma and health brands return to the Super Bowl, ditching drug pitches for brand storytelling campaigns.

The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.

Auto brands will largely be absent from the Super Bowl: Once a stalwart of TV ad spending, carmakers are prioritizing cheaper ad channels.

Despite a tightening ad market, the Super Bowl powers on: Fox has sold out spots for Sunday’s game, with prices stabilizing after last year’s jump.