A view of Levi’s Stadium ahead of the Super Bowl LX game between the New England Patriots and the Seattle Seahawks in Santa Clara, California, U.S., February 3, 2026.
Carlos Barria | Reuters
Super Bowl 60 is set. The Seattle Seahawks and New England Patriots will vie for the Lombardi Trophy on Sunday from Levi’s Stadium in Santa Clara, California — home of the NFL’s 49ers.
This year the game is broadcast on NBC and simulcast on streaming service Peacock, with the typically lucrative slate of commercials queued up. NBC sold out of ad inventory for the game at an average of $8 million per 30-second spot, CNBC previously reported. As many as 10 ad slots sold for more than $10 million each.
Viewers of the Peacock feed will see some streaming-specific commercials, too, as that subset of ad slots gains traction — particularly among smaller brands.
Also gaining traction this year: prediction markets.
Prediction platforms like Kalshi and Polymarket have skyrocketed in popularity in recent months, offering users the option to trade on the outcomes of events in politics, pop culture, news and sports.
Leading up to Sunday’s championship game, Kalshi was hosting trades for predictions on which brands would advertise during the game; what songs this year’s halftime performer — Grammy-winning Puerto Rican rapper-singer Bad Bunny — would perform; and whether Seattle or New England would put up more rushing yards.
CNBC is tracking all the top ads and biggest news from Super Bowl 60.
Disclosure: CNBC and Kalshi have a commercial relationship that includes customer acquisition and a minority investment.
