NBCU: Super Bowl LX Ad Inventory ‘Sold Out’; 'SNF’ Highest-Grossing Season
Thursday, September 4, 2025 at 01:47PM By Barry Janoff
September 4, 2025: Some five months before the event, NBCUniversal said it has sold out of all ad inventory for Super Bowl LX, which will be presented on NBC, Peacock and Telemundo on Feb. 8, 2026, in Levi’s Stadium, Santa Clara, Calif.
In addition, NBCU said it has sold out 90% of its NFL inventory separate from the Super Bowl.
“Ahead of its 20th season of Sunday Night Football, the upcoming NFL season marks the highest-grossing season to date for the media company, with overall revenue increasing across all platforms,” according to NBCU.
Super Bowl LX ads were going for upward of $8 million per 30-second spot, according to industry analysts.
“Coming off of the strongest sports Upfront in our company’s history, Super Bowl LX has generated extraordinary interest from brands and allowed us to sell out of our ad inventory earlier than ever,” Peter Lazarus, evp-NBC Sports and Olympics, advertising and partnerships, said via the media firm.
“The unprecedented demand from advertisers across the Super Bowl and our 20th season of Sunday Night Football has made this upcoming NFL season our highest grossing to date. With a monumental year ahead, we are proud of the incredible momentum thus far and are excited to offer both fans and brands an unrivaled slate of sports programming starting with NFL kick off.”
According to NBCU, “With advertisers leaning into live sports more than ever before, NBCUniversal saw tremendous demand from advertisers for Super Bowl LX with CPG, entertainment, finance and alcohol remaining the top categories investing, while CPG, pharma, entertainment and QSR continue to increase their spend.
“Digital investments in the Super Bowl also increased by 20% since the last Super Bowl on NBC (Super Bowl LVI, February 2022), with more brands taking a 360-approach to advertising within the upcoming spectacle.”
The 2025 season begins with the NFL Kickoff Game tonight when Super Bowl LIX MVP Jalen Hurts and the defending champion Philadelphia Eagles raise their Super Bowl banner before hosting Dak Prescott and the Dallas Cowboys in Lincoln Financial Field.
The season’s first Sunday Night Football game on Sunday night is Sept. 7 when the Buffalo Bills host the Baltimore Ravens.
Looking ahead, NBCUniversal is preparing for a loaded February, offering viewers Super Bowl LX, the Milan Cortina Winter Olympics (Feb. 6-22) and the NBA All Star Game (Feb. 15) in a 17-day time frame.
Multi-platinum, eight-time Grammy Award winner Carrie Underwood will star in the show open for Sunday Night Football for the 13th consecutive season beginning Sept. 7 on NBC and Peacock.
NBC’S Sunday Night Football has been the No. 1 show on prime time TV for a record 14 consecutive years.
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