NBC Achieves Unprecedented NFL Advertising Revenue and Sells Out Super Bowl LX Slots

As the NFL season kicks off officially this Thursday, NBCUniversal is already celebrating a major milestone.

NBCUniversal has announced that the upcoming NFL season will be its most financially successful in terms of ad sales and partnership revenues to date. Additionally, all advertising slots for February's Super Bowl LX are already filled.

Live sports programming, and particularly professional football, is a massive draw for audiences, making it exceptionally lucrative for traditional and streaming media platforms.

In advance of the sports season, NBCUniversal highlighted its upcoming broadcast schedule, featuring the NFL, the Super Bowl, the NBA's return to NBC, and significant events like the Olympics.

Peter Lazarus, NBC Sports & Olympics' Executive Vice President for Advertising and Partnerships, expressed enthusiasm stating, "On the heels of our most robust sports Upfront ever, the appeal for Super Bowl LX has been tremendous, allowing us to clear our ad slots faster than ever before."

NBC's channel and its streaming service Peacock broadcast "Sunday Night Football," both of which will also feature Super Bowl LX in their schedules. This year marks two decades of hosting "Sunday Night Football" on NBC.

Currently, 90% of advertising slots for "Sunday Night Football" have been sold by NBC.

The opening game of the season is between the champions of the last Super Bowl, the Philadelphia Eagles, and the Dallas Cowboys, airing Thursday night on NBC.

NBCUniversal proudly reports having secured over 150 partnerships for its "Sunday Night Football" programming for the 2025-2026 period, with nearly 40 new partners. Significant investment came from sectors like automotive, insurance, retail, tech, as well as quick-service restaurants. All premier sponsorships in the NFL lineup have been sold, with Toyota sponsoring the halftime show.

The Super Bowl consistently sets benchmarks for advertising revenue across media channels. This year's ad spots are being sold at $8 million for every 30-second interval.

NBCUniversal noted particularly strong interest in Super Bowl advertisements from consumer goods, entertainment, financial services, and alcohol brands. There has been a notable 20% rise in digital advertising expenditure compared to NBC's last Super Bowl in 2022.

Earlier this year, the Super Bowl broadcast on Fox Corp.'s network delivered substantial rewards for the company, with over ten ads fetching $8 million each.

As the Super Bowl approaches, the cost of advertising often rises given the diminished availability of slots. Previously, prices could increase by around $100,000 as the Super Bowl neared, whereas this year, the jump has been close to $500,000 for the game hosted by Fox in February, according to CNBC reports.