Gaming

Bungie’s ‘Marathon’— Everything You Need to Know: Characters, Release Date, & More

Reading Time: 10 minutes

Share via

Our team of editors and experts thoughtfully chooses each product. If you decide to buy through one of our links, we may earn a commission. Learn more. Want to know how we test products? Click here for more details.

For years, Bungie has been one of the biggest names in sci-fi shooters, creating iconic franchises like Halo and Destiny. Now, the studio is taking a new direction with ‘Marathon’, a multiplayer extraction shooter focused on survival, risk, and intense combat. Although the game’s first reveal earlier this year didn’t impress many fans, it has since made a strong comeback. Bungie is now showing off more of the world, gameplay features, and action-packed battles set on Tau Ceti IV.

Bungie has confirmed that ‘Marathon’ is aiming to release in March 2026, though the exact date has not yet been set. The newest videos show that the extra time has made a difference. The game feels more focused now, with a clear style centred on extraction gameplay where staying alive is more important than just getting kills. Players take on the role of cybernetic mercenaries called Runners, who enter dangerous areas to gather loot, fight other teams, and try to escape without losing what they have.

The studio has also confirmed that ‘Marathon’ will be a paid game instead of free-to-play, with Bungie aiming for a $40 price and free updates during the first year. Bungie is avoiding some of the annoying seasonal systems found in many modern multiplayer games, keeping reward passes available all the time rather than making them vanish after short events. Thanks to Bungie’s reputation for great gunplay, the game’s eye-catching art style, and the rising popularity of extraction shooters, ‘Marathon’ is already one of the most talked-about upcoming multiplayer games.

What Is Bungie’s ‘Marathon’?

Long before Halo made Bungie one of the biggest names in gaming, the studio first built its sci-fi reputation through the original Marathon trilogy back in the 1990s. This new version returns to that universe years later, placing players inside a dangerous future shaped by missing colonies, mysterious factions, and a giant interstellar ship hanging silently above a ruined planet.

The game takes place on Tau Ceti IV, a colony where everyone disappeared under unknown circumstances. Players take on the role of Runners, mercenaries who have left their human bodies behind and now use artificial bodies designed for fighting and survival. Working for secret, powerful groups, Runners are sent into dangerous areas to find weapons, upgrades, supplies, and clues about what happened on the planet and on the huge Marathon ship orbiting above.

Marathon is based on PvPvE extraction gameplay, meaning players fight both enemy creatures and other human teams in each match. Players can play alone or team up while exploring different maps across Tau Ceti IV. The further players go into risky areas, the better the rewards, but staying alive long enough to get away is more important than just getting kills. Losing a fight can mean losing valuable gear, loot, and progress gained during the run.

Bungie also seems to focus a lot on long-term progress, letting players improve their Runner, try out different setups, and unlock better gear over time. Along with the game’s clear sci-fi look, intense survival action, and Bungie’s well-known skill with shooting mechanics, Marathon already feels very different from most multiplayer shooters out there.

‘Marathon’ (2026) | Image: Bungie

How Does ‘Marathon’ Play?

‘Marathon’ is based on extraction-style gameplay where staying alive is more important than just getting kills. Players enter large maps on Tau Ceti IV alone or with teammates, looking for weapons, implants, supplies, and valuable items while facing hostile enemies and rival teams at the same time. After gathering enough gear, players must reach an extraction point and escape safely before losing everything. This pressure is present in every match, especially when other teams head toward the same goals and extraction areas.

The shooting in ‘Marathon’ keeps the fast, smooth style Bungie is known for, but the game feels more tense and strategic than Destiny. Winning isn’t just about fighting; positioning, teamwork, movement, and knowing when to leave weigh just as much. Bungie is building the game for long-term progress, so you can customize your Runner, try different gear, and unlock better equipment as you play. Based on what’s been shown so far, ‘Marathon’ is less about constant action and more about those stressful moments when one mistake can end your run.

‘Marathon’ (2026) | Image: Bungie

What Are the Classes and Factions in ‘Marathon’?

One of the most important choices in ‘Marathon’ is picking which Runner Shell to use in a match. Each Shell is designed for a different way of fighting and surviving, so the class you pick can completely change how a run goes. Some are built for tough fights, while others focus more on sneaking, moving quickly, helping teammates, or grabbing valuable gear and escaping unseen.

Here are the Runner Shells Bungie has revealed so far:

Destroyer: A heavy combat Shell equipped with a riot shield and shoulder-mounted rocket launchers.

Thief: A fast Shell focused on grabbing loot, using grappling hooks and remote-controlled drones.

Blackbird: A recon-focused Shell designed for scouting and revealing enemy positions.

Glitch: A highly mobile Shell built around speed and flanking enemies.

Void: A stealth-focused Shell capable of turning invisible and using smoke to escape danger.

Lifeline: A medic-style Shell focused on healing and supporting teammates during runs.

Rook: A prototype Shell that appears more disposable, allowing players to attempt loot runs without risking valuable equipment.

Besides the Shell itself, players can also customize weapons, implants, and gear setups depending on how they want to play each match. Some players will likely chase enemy teams across the map, while others may focus entirely on sneaking through dangerous areas to collect loot and leave before trouble starts. Bungie also confirmed that Shells can be customized with skins, unlocks, and upgrades, but the system seems more focused on different setups and playstyles than on creating a fully custom character like in Destiny.

The world of ‘Marathon’ is also shaped by powerful groups operating behind the scenes across Tau Ceti IV. So far, Bungie has introduced Traxus, a dangerous big company, Arachne, a combat-focused cult; and MIDA, a name longtime Bungie fans will likely recognize right away. Players will likely be able to work with these groups over time, unlocking support, upgrades, and equipment based on the loyalty earned during a season.

What makes the system interesting is the freedom it seems to offer players. Bungie does not appear interested in forcing everyone into a single role or a single style of gameplay. Instead, ‘Marathon’ seems built around experimenting with different Shells, weapons, and strategies, depending on how players want to survive each run.

‘Marathon’ (2026) | Image: Bungie

The Maps of ‘Marathon’

Players take on the role of Runners, but Bungie has said that Tau Ceti IV is really at the heart of ‘Marathon’. In each match, you explore big shared maps, searching for weapons, valuables, resources, and hidden clues before making your escape. Since every team is after the same things, even calm moments can suddenly turn into tense battles over loot or escape routes.

Every run feels tense because of the risks involved. If you die during a mission, you lose all the gear and valuables you were carrying. Bungie says you can come back with a different character, but anything you lost stays on the map for other teams to grab. The more often you escape, the better your gear and resources will be for your next runs.

Each map changes the difficulty and rewards. Some areas are safer, giving you a chance to recover after a tough loss, while others are much more dangerous but offer better loot.

Here are the maps that have been revealed so far:

Perimeter: This is an unfinished expansion zone linked to the Tau Ceti IV colony. Bungie says it’s a lower-level map with less danger and smaller rewards, so it’s a good spot for new players or for rebuilding after losing gear.

Dire Marsh: This flooded marshland has strange sci-fi touches like glowing ground, floating cargo containers, and overlapping structures that often push squads into fights. Bungie confirmed that up to 18 players can be on this map at once, so teams clash often as they compete for resources.

Outpost: This is a heavily guarded UESC facility packed with hostile security bots and tight vertical spaces. Bungie says it’s one of the most dangerous maps, with computer-controlled enemies and rival players fighting in the same spots. Still, it offers some of the best loot in the game.

Cryo Archive: This map is on the massive Marathon ship orbiting Tau Ceti IV. Cryo Archive is designed as an endgame area for well-equipped players. Bungie says its difficulty is similar to high-level activities in Destiny, and there are several vaults with better rewards the deeper you go.

Each map stands out because it handles player interaction, difficulty, and survival pressure in its own way. Some places let you explore and rebuild at your own pace, while others almost always lead to fights as soon as squads cross paths. With the shifting risks, the chance of losing your gear, and the mystery of Tau Ceti IV, the maps already look like a big reason why ‘Marathon’ could stand out from other multiplayer shooters.

The number of players changes from map to map. Bungie has confirmed that Dire Marsh can have up to 18 players at once, so several squads are fighting over the same loot, escape points, and resources. Other maps might have fewer players, and some could get even more chaotic based on their size and difficulty. This variety should make each location feel unique instead of just repeating the same formula.

If you survive a run and escape, you get to keep all the loot, weapons, and resources you found, which you can use in future matches or for upgrades. The more you risk, the more you can win, but there’s always the chance of losing everything. That pressure is at the heart of ‘Marathon’, especially as you learn escape routes, high-value spots, and which fights are worth it.

‘Marathon’ (2026) | Image: Bungie

Why Everyone Is Talking About ‘Marathon’?

A big reason people are paying so much attention to ‘Marathon’ is the studio behind it. Bungie helped shape modern shooters with games like Halo and Destiny, so the idea of Bungie entering the extraction shooter genre immediately caught players’ interest. Once the gameplay started showing up, the talk only got louder because of the game’s clear sci-fi art style, unusual world design, and the constant tension in every run.

The extraction shooter genre has become much more crowded in the last few years, but very few games have really become popular with a wide audience. That is part of why ‘Marathon’ feels different right now. Bungie is clearly aiming for something more tense and deliberate, rather than just nonstop action. Surviving, escaping with loot, managing risk, and knowing when to avoid fights all seem just as important as shooting. With the mystery around Tau Ceti IV, the different Runner Shells, and Bungie’s reputation for smooth gunplay, ‘Marathon’ has quickly become one of the multiplayer games people can’t stop talking about.

‘Marathon’ (2026) | Image: Bungie

‘Marathon’ Release Date

Bungie has confirmed that ‘Marathon’ is planned for release in March 2026, though the exact date remains unconfirmed. Unlike many modern multiplayer shooters, the game will be sold for $40 rather than being free-to-play, with free updates during the first year. The studio also said that reward passes will always be available and won’t disappear after short seasons, so players won’t have to rush to complete content before it’s gone. With growing interest in extraction shooters and Bungie’s long experience with multiplayer games, Marathon is already one of the most anticipated shooters for 2026.

About the Author

Related Articles

Entertainment

The 20 Best Commercial Ads from 2026 Super Bowl

Reading Time: 20 minutes

Our team of editors and experts thoughtfully chooses each product. If you decide to buy through one of our links, we may earn a commission. Learn more. Want to know how we test products? Click here for more details.

Another year, another spectacle at The Super Bowl, football’s biggest event! Brands once again spent millions on a 30-second ad between whistles, all in the hope of creating an ad that everyone could talk about the next day. Some brought laughter and gimmicks, others brought back old memories, and a few tugged at the heartstrings.

Super Bowl LX, held on February 9, 2026, had a bit of everything, including Ben Affleck returning to Good Will Hunting, Sabrina Carpenter falling for a man made of Pringles, and a polar bear questioning what he thought he knew about cola. While the New England Patriots and Seattle Seahawks played on the field, stars from Hollywood, music, and sports competed for viewers’ attention during every break.

Leading up to the big game, commercials began appearing everywhere—on streaming platforms, social media, and YouTube—giving fans an early look at what brands had in store. This year’s lineup was packed with stars, from Chris Hemsworth and Serena Williams to Matthew McConaughey and Bad Bunny, making the commercial breaks as full of celebrities as the game itself. With companies spending millions on these valuable spots, expectations were very high.

So without further ado, here are the 20 Best Commercial Ads from this year’s Super Bowl 2026!

Best Commercial Ads from 2026 Super Bowl Overview:

Before we dive into the full list, we wanted to share some highlights and our favourites from Super Bowl 2026. From laugh-out-loud comedies and celebrity-packed cameos to the most memorable marketing campaigns, these commercials stood out and kept viewers talking long after the final whistle.

Here are our picks for the best of the best:

20. MANSCAPED®: ‘Hair Ballad’

  • Brand: MANSCAPED®
  • Commercial: Hair Ballad
  • Commercial Director: The Perlorian Brothers Via MJZ
  • Category: Men’s Grooming

Nothing says Super Bowl advertising like turning a simple grooming session into a dramatic musical show. Hair Ballad opens with a man trimming his chest with MANSCAPED®’s Lawn Mower® before introducing an unexpected group of characters: animated clumps of body hair singing heartfelt goodbyes to the people they once lived with. As the commercial continues, viewers see more hairballs, each sadly saying goodbye through increasingly emotional performances. Directed by The Perlorian Brothers, the ad fully embraces its silly idea, mixing musical theatre, funny comedy, and just the right amount of self-awareness. By the time the hairballs reach their emotional ending before being flushed away in the bathroom, the commercial has already done its job—making people laugh and making sure MANSCAPED® was one of the most memorable brands of Super Bowl 2026.

19. SVEDKA: ‘Shake Your Bots Off’

  • Brand: SVEDKA
  • Commercial: Shake Your Bots Off
  • Commercial Director: Silverside AI
  • Category: Vodka

If there was one Super Bowl commercial that got people talking, it was Shake Your Bots Off. Set inside a futuristic nightclub, the ad follows the return of the brand’s Fembot character and her new partner, Brobot, as they dance through a world of robotic moves and perfectly choreographed chaos. What made the commercial stand out was its unique mix of technology, music, and humour, while still encouraging viewers to relax and have fun. The campaign even included choreography by Nashville dancer Jessica Rizzardi, whose winning dance became a key part of the ad. As Omid Amidi, Co-Chief Creative Officer at McKinney, said: “The Svedka spot is getting a lot of attention for being AI-generated, but that framing misses the real point. AI does not automatically make Super Bowl advertising easier or better.” Few commercials divided opinion quite like Shake Your Bots Off, but its ability to get people talking has earned it a spot on our list.

18. Novartis: ‘Relax Your Tight End’

  • Brand: Novartis
  • Commercial: Relax Your Tight End
  • Commercial Director: Eric Wareheim
  • Category: Health Awareness

Novartis stood out at the 2026 Super Bowl with the ‘Relax Your Tight End’ ad, which used football humour to raise awareness of prostate cancer and delivered a clear, important message about screening and early detection. Featuring NFL players Rob Gronkowski, George Kittle, and Tony Gonzalez, the ad used humour rather than fear and proved that a thoughtful PSA can be as effective as any major brand campaign. Despite being a high-budget ad with celebrity cameos, it reminded viewers that a simple blood test could save lives.

17. Grubhub: ‘The Feest’

  • Brand: Grubhub
  • Commercial: The Feest
  • Commercial Director: Yorgos Lanthimos
  • Category: Food Delivery

Leave it to Yorgos Lanthimos to turn a food-delivery commercial into something delightfully strange. ‘The Feest’ opens with an extravagant dinner party where guests enjoy a lavish meal before confronting the one thing nobody wants to swallow — the delivery fees. As tensions escalate around the table, the room is stunned to find George Clooney on the other side of the table with a simple solution—Grubhub will eat them instead. This dark humour, visuals, and Lanthimos’s filmmaking style make this commercial one of the most entertaining ads of Super Bowl 2026.  

16. Ring: ‘Search Party – Be A Hero In Your Neighborhood’

  • Brand: Ring
  • Commercial: Search Party – Be A Hero In Your Neighborhood
  • Commercial Director: John Christopher Pina
  • Category: Home Security

A missing dog is enough to worry any family, and Ring built its Super Bowl commercial around a thoughtful idea. The ad opens with a young girl and her father hanging posters for their lost dog, Milo. Ring founder Jamie Siminoff then introduces the company’s Search Party feature. Using a photo of the missing pet, the tool connects owners with Ring cameras in the neighbourhood that may have spotted their furry friend. The commercial builds to a heartwarming reunion, showing how a community can come together to bring a beloved pet home, rather than focusing solely on doorbells and security alerts. Ring delivers a story about neighbours helping neighbours, making Search Party one of the most effective and touching Super Bowl commercials.

15. Xfinity: ‘Jurassic Park Works’

  • Brand: Xfinity
  • Commercial: Jurassic Park… Works
  • Commercial Director: Taika Waititi
  • Category: Technology

Just 33 years after Jurassic Park first changed blockbuster filmmaking forever, Sam Neill, Laura Dern, and Jeff Goldblum are reunited for one of the most nostalgic commercials of Super Bowl 2026. Created for Xfinity and directed by Taika Waititi, it playfully asks what if the original park had reliable Wi-Fi with state-of-the-art connectivity? Reminds us of how connectivity was during the 90s, when facing technical failures and system breakdowns, the trio find themselves in a version of Jurassic Park that actually functions as it should. Packed with callbacks to the 1993 classic and excitement from its returning cast, the commercial delivered a fun trip back to Isla Nublar while giving Xfinity a memorable first appearance on the Super Bowl stage.

10. NERDS: ‘Juicy Gummy Clusters Big Game Commercial’

  • Brand: NERDS
  • Commercial: Juicy Gummy Clusters
  • Commercial Director:
  • Category: Candy & Confectionery

A poolside gathering with giant gummy candies sounds like a fever dream only NERDS could turn into a Super Bowl commercial. In Juicy Gummy Clusters, Andy Cohen lounges in a luxurious Hollywood Hills home, surrounded by colourful candy companions. He raises a toast and declares, “To best buds, taste buds!” The celebration takes a surprising twist when one gummy friend sips juice and suddenly grows enormous. Without missing a beat, Cohen says, “Whoa! You’re juicy and mega now?! We’ve gotta show the world the new you.” Packed with bright colours, oversized candy characters, and Cohen’s trademark charisma, Juicy Gummy Clusters delivers the fun and chaos viewers expect from a NERDS Super Bowl ad, and maybe one of our favourite ads or childhood memories.

9. RITZ: ‘Party Island’

  • Brand: RITZ
  • Commercial: Party Island
  • Commercial Director: Dan Opsal
  • Category: Snacks

Not everyone is built for paradise—or at least that’s what Jon Hamm and Bowen Yang tell themselves in RITZ’s Party Island. Cast as two proudly “salty” observers, the pair watch from a treehouse overlooking a lively beachside celebration where RITZ crackers are the star of the show. As music plays and partygoers enjoy themselves below, the duo debates whether joining the fun is really worth it. Their resistance doesn’t last long, especially when Scarlett Johansson arrives by jet ski to encourage them to lighten up. Playing on the double meaning of ‘salty’, the commercial cleverly ties attitude to flavour while delivering plenty of laughs along the way. Bright, breezy, and packed with charm, Party Island proved that even the saltiest personalities can’t resist a good time when RITZ is involved.

8. Uber Eats: ‘Jogging

  • Brand: Uber Eats
  • Commercial: Jogging
  • Commercial Director: Steve Rogers
  • Category: Food Delivery

Few things are more annoying than someone repeating the same word over and over—unless that person is Matthew McConaughey. In Jogging, Bradley Cooper sets out for what should be a peaceful run. He soon finds McConaughey rolling alongside him in a pickup truck, with a single topic on his mind: food. Every attempt at a normal conversation is interrupted by another enthusiastic mention of it. Cooper grows increasingly bewildered as the chase continues through the neighbourhood. By the time McConaughey proudly declares, “It’s all food, Bradley!”, the commercial fully embraces its ridiculous premise. The relationship between the two actors, paired with the ad’s commitment to an intentionally silly joke, helped make Jogging one of the funniest commercials this year.

7. Ro: ‘Healthier on Ro’

  • Brand: Ro
  • Commercial: Healthier on Ro
  • Commercial Director: Bethany Vargas
  • Category: Health & Wellness

Not every Super Bowl commercial needs a punchline. In Healthier on Ro, Serena Williams traded comedy for something more personal, sharing her health journey as the face of Ro’s first Super Bowl campaign. The tennis superstar revealed she lost 34 pounds over a year and improved several key health benefits, including lower cholesterol, more stable blood sugar, and reduced joint stress. Some of those numbers are now better than when she competed at the highest level of professional tennis.

6. Pringles: ‘Pringleleo’

  • Brand: Pringles
  • Commercial: Pringleleo
  • Commercial Director: Vania Heymann & Gal Muggia
  • Category: Snacks

Mustaches stole the spotlight in Pringles’ delightfully silly Pringleleo. After weeks of teasing Sabrina Carpenter’s secret admirer, the brand finally showed the answer in a surprising way: a cute crush made completely from Pringles chips. Wanting something different from normal boys, Sabrina gets ideas from Mr. P and creates her perfect match. Their fast-moving romance is full of dreamy road trips, cozy moments, and lots of playful humour. With Fred Buscaglione’s Guarda che luna playing in the background, the commercial feels like a classic love story, except her new boyfriend is actually something you can eat. The story ends when excited fans get a little too close to Pringleleo, bringing the romance to a crunchy conclusion. Silly, charming, and knowing how ridiculous it is, the commercial gave the kind of fun viewers expect from a Super Bowl ad.

5. TurboTax: ‘the Expert’

  • Brand: TurboTax
  • Commercial: The Expert
  • Commercial Director: Craig Gillespie
  • Category: Tax & Financial Services

Nobody does intense like Adrien Brody, which is why TurboTax cast him in The Expert. The commercial starts like a serious Hollywood drama, with the Oscar-winning actor giving an emotional speech in the pouring rain. Then the scene changes when a director yells, “Cut!” Things get funny as Brody finds out TurboTax experts are supposed to make taxes easier, not more dramatic. He tries to act like a happy expert rather than a troubled artist and begins to question his role and career choices. Directed by Craig Gillespie, the ad makes fun of Brody’s intense acting style while sharing a simple message about making tax season less stressful.

4. Oakley Meta: ‘Athletic Intelligence is here’

  • Brand: Oakley Meta
  • Commercial: Athletic Intelligence Is Here
  • Commercial Director: Antoine Bardou-Jacquet
  • Category: Wearable Technology

Making its Super Bowl debut, Oakley Meta filled the screen with nonstop action, featuring its new smart glasses in use by athletes, creators, and competitors. Set to Travis Scott’s “Hyaena,” the commercial shows IShowSpeed chasing a plane while filming, Marshawn Lynch jumping from thousands of feet above the ground, and Spike Lee courtside at Rucker Park, catching every moment of an amazing dunk. Olympians Sky Brown, Kate Courtney, and Sunny Choi, and golfer Akshay Bhatia join the cast, bringing the campaign to life through movement rather than marketing talk. Fast, lively, and full of memorable images, Athletic Intelligence Is Here felt like a highlight reel for a new generation of sports fans.

3. Amazon Alexa: ‘Big Game Commercial’

  • Brand: Amazon Alexa+
  • Commercial: Alexa+
  • Commercial Director: Wayne McClammy
  • Category: Smart Home Technology

If anyone was going to be suspicious of a powerful digital assistant, it was always going to be the man who spent years fighting villains in the Marvel universe. Amazon’s Super Bowl commercial shows Chris Hemsworth convinced that Alexa+ is just a few steps away from becoming something straight out of Avengers: Age of Ultron. While Elsa Pataky happily enjoys the smart assistant managing her schedule, Hemsworth imagines more and more ridiculous situations in which the technology turns against him, from rogue garage doors to dangerous pool covers to broken heating systems. His worry grows with every second until Alexa+ casually offers to book him a cinnamon scrub, instantly easing his fears. By making fun of modern worries about technology from the perspective of one of Hollywood’s biggest action stars, Amazon created one of the funniest commercials, thanks to Chris Hemsworth’s humour.

2. Dunkin: ‘Good Will Dunkin’

  • Brand: Dunkin’
  • Commercial: Good Will Dunkin’
  • Commercial Director: Ben Affleck
  • Featured Talent: Ben Affleck, Matt LeBlanc, Jason Alexander, Jennifer Aniston, Tom Brady, Ted Danson, Alfonso Ribeiro, Jaleel White & Jasmine Guy
  • Category: Food & Beverage

Ben Affleck has turned one of the most beloved movies of the 1990s into a Dunkin’ commercial. In his fourth Super Bowl ad for the coffee chain, Affleck stars in Good Will Dunkin’, a sitcom-style parody of Good Will Hunting packed with TV stars from the same era. With long blond hair and a habit of scribbling equations on a window, Affleck plays a version of Will Hunting who cares more about coffee and doughnuts than solving math problems. The commercial is full of quick jokes and nods to the past. Matt LeBlanc jokes, “If he’s such a genius, then why’d he put ice in his coffee?” Jason Alexander says, “I got a genius working for me!” The fun keeps going when Jennifer Aniston shows up with a long-haired style, ‘The Rachel’, and Tom Brady delivers the final punchline. With its familiar faces, sitcom throwbacks, and Boston flavour, Good Will Dunkin’ was the funniest commercial of Super Bowl 2026 and easily our top pick.

1. Pepsi: ‘The Choice’

  • Brand: Pepsi
  • Commercial: The Choice
  • Commercial Director: Taika Waititi
  • Category: Soft Drink

Directed by Academy Award-winning filmmaker Taika Waititi, the film opens with a polar bear conducting a blind taste test between Pepsi Zero Sugar and Coca-Cola Zero Sugar. After one sip, he is completely surprised. Unsure of what to believe, the bear talks with Waititi in a therapy session to make sense of his discovery. The story follows his journey of self-acceptance as he walks through the city, feeling out of place until he spots another polar bear enjoying a Pepsi Zero Sugar. They soon share drinks, have fun together, and receive a warm welcome from a concert crowd when they appear on the big screen. With its clever humour, lovable characters, and playful take on the cola rivalry, The Choice delivered laughs and heart and stood out as one of the best commercials of Super Bowl 2026.

How Much Does a Super Bowl Ad Cost in 2026?

The Super Bowl isn’t just the biggest day on the NFL calendar—it’s also the biggest day in advertising. Over the past decade, the cost of securing a commercial during the game has climbed at an astonishing rate, yet brands continue to line up for the chance to reach one of the largest television audiences. For Super Bowl LX, a single 30-second commercial reportedly sold for USD $8 million, setting a new benchmark for the event and highlighting just how valuable those precious seconds have become.

That figure is even more remarkable when you consider how quickly prices have risen. Just a year earlier, advertisers were paying approximately USD $7 million for the same amount of airtime. In only 12 months, prices jumped by roughly 14%, while the cost of a Super Bowl commercial has increased by more than 50% since 2019. Including audiences regularly surpassing 100 million viewers, advertisers clearly believe the investment is worth it.

According to advertising executive Peter Bray, the growth shows no signs of slowing down. Speaking about the future of Super Bowl advertising, he predicted, “I think in three years it’s going to hit a billion dollars in ad sales. And that has never before happened on the planet. That is the immensity of this event.” He also pointed out that the Super Bowl has become a major event for the advertising industry itself, adding, “It’s the advertising industry’s Super Bowl as well. It’s the one time of year where the general public actually cares about advertising, so it’s an exciting time.”

Of course, the airtime is only part of the expense. Many brands spend millions more producing their commercials, hiring A-list celebrities, award-winning directors, visual effects teams, and musicians to help create a campaign that stands out from the crowd. Some productions rival Hollywood films in scale and budget. One famous example came from Amazon’s Alexa commercial starring Michael B. Jordan, which reportedly cost USD $26 million, making it one of the most expensive Super Bowl ads ever produced.

Social media has also changed the game. Rather than relying only on television broadcasts, companies now release teasers, trailers, and extended cuts online weeks before kickoff. Bray believes this has actually increased the value of Super Bowl advertising, noting that while platforms such as TikTok, Instagram, and YouTube offer enormous reach, they often target many of the same people. The Super Bowl remains one of the few occasions where millions of viewers gather at the same time to watch the same thing.

When you add up the record-breaking airtime costs, celebrity appearances, big productions, and the marketing that goes with them, it’s obvious why Super Bowl advertising is now a multi-billion-dollar business. That’s no walk in the park anymore.

For brands, the price is high, but so is the chance to make an impact. A great commercial can grab headlines, fill social media feeds, and spark conversations long after the game ends.

The Seattle Seahawks won their first Super Bowl in 2014 | Image: Getty Images

What Makes Super Bowl Commercials So Expensive?

The airtime itself is only part of the story. While spending a USD $8 million price tag for 30 seconds of exposure makes headlines, brands often spend much more when production costs are included. Today’s Super Bowl ads might feature Hollywood stars, athletes, musicians, top directors, special effects teams, custom sets, and months of preparation. By the time the ad is ready to air, some campaigns have budgets that rival major movies.

Brands have good reasons for spending so much. The Super Bowl is still one of the world’s biggest entertainment events, reaching viewers on hundreds of TV stations, radio networks, and in countries worldwide. Very few broadcasts can match that kind of audience all at once. For advertisers, it’s a unique chance to launch a new product, start a big campaign, or create a slogan that people remember for years. Many of the most famous commercials first aired during the Super Bowl and later became part of pop culture.

The audience numbers help explain the appeal. Recent Super Bowls have attracted well over 100 million viewers, making them among the most-watched television broadcasts of the year. With that many eyes focused on a single event, advertisers know they have a chance to reach millions of potential customers all at once. That’s why companies continue to spend aggressively, despite the rising costs. At USD $8 million for just 30 seconds of airtime, that’s no small feat—even for some of the world’s biggest brands.

Super Bowl
About the Author
arrow_drop_up