Super Bowl 2026: What's the most ever paid for ad on NFL's big day? – USA Today

Super Bowl Sunday is a monumental day for advertising. Companies across the world jostle for positioning on the broadcast, resulting in a 30-second spot reportedly costing around $8 million.
From celebrity cameos to family stories that tug at the heart strings, the possibilities for Super Bowl ads are endless. As is the price, it seems. Let’s take a look at exactly how expensive they can get.
The most ever paid for a Super Bowl ad is $26 million. Amazon forked that money over for a hilarious 90-second spot featuring actress Scarlett Johansson and her husband, Saturday Night Live‘s Colin Jost. The couple dealt with the initial pleasure and eventual harsh reality of a mind-reading AI agent.
According to Qualtrics, Amazon is responsible for three of the 10 most expensive Super Bowl ads ever. No other company has more than one. With Amazon also buying the rights to Thursday Night Football, it’s clear the NFL audience is a priority.
If history is any indication, Amazon should have another high-priced ad coming our way Sunday.

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