OpenAI (OPENAI) is expected to run a 60-second commercial during NBC’s (CMCSA) broadcast of Super Bowl LX, The Wall Street Journal reported, citing people familiar with the matter.
The ChatGPT maker aired its first TV commercial during last year’s Super Bowl, after largely refraining from advertising since its launch in 2015.
For this year’s Super Bowl, some advertisers are paying over $8M for 30 seconds of airtime, ad buyers told WSJ. This doesn’t include the millions, or even tens of millions, that brands typically spend to create new ads for the game.
It’s unclear how much OpenAI (OPENAI) is paying for its ad slot during the Super Bowl this year.
Artificial intelligence companies have been ramping up marketing efforts as the sector grows rapidly.
Companies including Google (GOOG) (GOOGL), Microsoft (MSFT), OpenAI (OPENAI) and Anthropic (ANTHRO) collectively spent $333.6M on linear TV ads to promote their AI offerings in the U.S. in 2025, up 43% Y/Y, according to ad tracker iSpot’s estimates.
These companies together spent $426M on digital ads last year, more than triple their 2024 outlays, according to estimates from Sensor Tower.