While many enjoy the Super Bowl as a sporting event, it’s no secret that some tune into the big game for the commercials, and the most expensive Super Bowl ad of all time may come as a surprise. Throughout Super Bowl history, ads have gotten bigger and flashier. As the event that traditionally pulls in the biggest ratings of the year, Super Bowl ads are a huge investment.
As a cultural phenomenon that brings millions of viewers together each year, the Super Bowl has had some unforgettable ads over the years. In the US alone, more than 120 million people typically tune in, and advertisers have figured out that cutting to the core of their messaging with big stars and flashy concepts can ensure the ads not only resonate, but stick in viewers’ memories.
Going from simple product pitches to big-budget storytelling, Super Bowl ads have had an intense evolution over the last 60 years. Though Super Bowl ads have become a more staggeringly expensive investment, the star-power behind them has changed the game and made their high ticket price seem like the right move for brands who are hoping for returns like never before.
The most expensive Super Bowl ad of all time, however, is a far more recent venture than many would expect.
Amazon’s “Mind Reader” Is The Most Expensive Super Bowl Commercial
The most expensive Super Bowl ad in the history of the event is an Amazon commercial that ran in 2022. The “Mind Reader” ad, starring actress Scarlett Johansson and her SNL star husband Colin Jost, was a 90-second ad that aired during Super Bowl LVI. The ad, which was a spot that featured the “mind reading” powers of Alexa, used the couple’s public relationship to its advantage.
The ad cost approximately $26 million to secure its broadcast slot, which is significantly more than traditional Super Bowl ads have cost in the past. Beyond its high price tag, the Amazon Alexa ad leveraged genuine star power with Johansson in the driver’s seat, using her Hollywood marriage as a set piece for the humorous, sometimes awkward ad during the 2022 event.
How Much Does A Super Bowl Commercial Cost In 2026?
Although Amazon’s “Mind Reader” ad was the most expensive of all time, other Super Bowl ads aren’t cheap in comparison. In 2026, a Super Bowl commercial that runs for 30 seconds during the big game could cost up to $10 million, depending on when it plays during the game. This is the cost of airtime alone, which means, with production, talent, and creative, things get pricey.
The cost of Super Bowl ads has grown steadily over the last several decades, escalating as the massive viewership of the event continues to rise year after year. As the Super Bowl remains one of the most coveted advertising platforms in entertainment, creating an ad that makes an impact is imperative for advertisers who choose to budget for the big game.
- Location
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New Orleans, Louisiana
- Dates
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2025-02-09
- Network
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FOX