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Repair Windows errors before they cause bigger problemsFix Now →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Super Bowl LX was played on February 8, 2026, at Levi’s Stadium in Santa Clara, California. The game is over, so this is a postgame guide to the commercials: where to find the lineup, what stood out, and why “best” depends on whether you value humor, emotional impact, recall, or another measure.
Where to find the Super Bowl LX commercials
For a broad list of named spots and when they aired, use iSpot’s Super Bowl LX index. It organizes commercials by pregame, quarter, and halftime. The catalog includes Amazon Echo’s Alexa+ spot, Budweiser’s “American Icons,” Ring’s “Be a Hero in Your Neighborhood,” Pepsi Zero Sugar’s “The Choice,” Lay’s “Last Harvest,” and ads from Meta, Anthropic, and OpenAI. It is a third-party catalog, not an official NFL ranking.
The NFL announced that the game would air on NBC, Telemundo, and Peacock. That broadcast context does not make any one list of commercials a definitive ranking.
What made the ads memorable
Community, care, and neighborliness
The Associated Press described care, humor, and community as a notable thread in the ads. Its examples included Ring’s lost-pet story, in which neighbors use doorbell cameras to help; a Budweiser Clydesdale sheltering a bald eagle chick; Toyota’s seatbelt message; and Lady Gaga singing “Won’t You Be My Neighbor?” in a Rocket Companies ad. The NFL’s “You Are Special” spot promoted its youth sports work.
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Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business, told the AP: “A key thread running through this year’s Super Bowl ads was a desire for peace, harmony, community, and neighborliness.”
AI, utility, and technology
AI and technology were prominent advertiser themes before the game, according to the AP. Anthropic’s spot contrasted Claude with ad-supported chatbots, and OpenAI also ran a game commercial. The lineup also included Amazon Echo’s Alexa+ ad featuring Chris Hemsworth. These examples show how brands used the broadcast to introduce or explain technology, but they are not evidence that every advertised feature is available on every device or plan.
Rank #2
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Nostalgia, wellness, and celebrity casting
NBCUniversal’s retrospective identified nostalgic callbacks, sentimental storytelling, health and holistic wellness, and celebrity casting among the season’s creative themes. Its analysis also described less reliance on humor than in some previous years. These are NBCUniversal’s findings and framing, rather than a universal consensus about every commercial.
Which Super Bowl 2026 ad was the best?
There is no single authoritative ad-by-ad audience ranking established for Super Bowl LX. “Best” depends on the criterion: a funny spot may be a favorite, while a different ad may be more memorable, emotionally effective, or successful at making its product clear. The AP’s examples are useful for understanding the community theme; the iSpot index helps locate ads; neither is a definitive winner list.
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For a consistent comparison, consider the creative premise and execution, emotional tone or humor, use of celebrity talent, clarity about the brand and product, and the outcome being measured. Recall, likeability, memorability, and search response are different measures; results from different studies should not be combined into one score without accounting for their methods.
What the reported ad metrics say
NBCUniversal’s April 2026 retrospective reported findings from named measurement providers, including MarketCast and Kantar. They offer context on the creative and performance landscape, not a universal verdict on the best individual commercial.
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| Reported finding | Source and qualification |
|---|---|
| +67% lift in likeability for ads featuring long-term characters or actors versus ads without them | MarketCast TVBE, Super Bowl LX on NBC/Peacock, February 8, 2026, as reported by NBCUniversal in April 2026. |
| +53% lift in Message Memorability for sponsors’ ads compared with the game norm | MarketCast TVBE, Super Bowl LX on NBC/Peacock, February 8, 2026, as reported by NBCUniversal. |
| +5% Ad Memorability for ads featuring football compared with ads that did not | MarketCast TVBE, Super Bowl LX on NBC/Peacock, February 8, 2026, as reported by NBCUniversal. |
| One in six gameday ads focused on health-related products or benefits | NBCUniversal’s Super Bowl LX creative analysis, reported in its April 2026 recap. |
| 57% of brands used humor, down 70% YoY | Kantar Super Bowl LX Creative Analysis, as reported by NBCUniversal. This is the report’s year-over-year wording, not a stated percentage-point change. |
How much did a Super Bowl 2026 commercial cost?
On February 6, 2026, the Associated Press reported that NBCUniversal executive Peter Lazarus put the average price at $8 million per 30-second unit, with a handful of units selling for more than $10 million. These are reported averages and exceptional unit prices—not a price for every placement, package, or advertiser.
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