The matchup for Super Bowl LX has NBC in a strong position to top the record-setting 127.7M viewers last year for Super Bowl LIX on Fox (FOX).
The Seattle Seahawks will play the New England Patriots in a West Coast vs. East Coast duel that is a rematch of Super Bowl XLIX, which had one of the most famous endings in Super Bowl history with a goal line interception in the last minute.
Comcast (CMCSA) property NBC is expected to benefit from the timing of the Super Bowl right in front of the Milan Winter Olympics. The Super Bowl coverage will also give NBC a strong opportunity to highlight its NBA coverage. Notably, the Super Bowl is likely to be the single largest event on the Peacock streaming service, according to Front Office Sports.
NBC has already sold out its advertising inventory for Super Bowl LX, with prices topping $8M per 30 seconds for key spots. Anheuser-Busch InBev (BUD) will be the largest advertiser, with about two minutes and thirty seconds of national Super Bowl advertising and 45 seconds of regional advertising. The plan is to use the game as a launchpad for 2026 campaigns behind flagship brands Budweiser (#7 in U.S. volume in 2025), Bud Light (#3), and Michelob Ultra (#1). Budweiser’s advertising spot will be more serious and heritage-driven, explicitly tying into the brand’s 150th anniversary and positioning the beer as made in America. Bud Light will air spots aimed at the mass, party-focused audience with an irreverent, celebrity-led execution. Red-hot Michelob Ultra will lean into performance and wellness themes, using its Super Bowl creative to promote “America’s competitive spirit” and to seed its Team USA partnership ahead of the Milan-Cortina Winter Olympics later in the month and the World Cup in the summer.