Who won the advertising Super Bowl?
Sam Neill revives his classic Jurassic Park role in an Xfinity ad
The Super Bowl airs today (Australian time), a day of expensive advertising from the world’s biggest brands, live music from one of the biggest artists of our time … and there’s even a bonus football game slotted between all the action.
Give the astronomical costs — 30-second slots have hit US$10m this year, up from $8m last year — it’s no surprise a lot of brands have already rolled out their creative online, which gives us the opportunity to review it right now. But first, some quick statistics to put this into context (this is sport, after all).
During the first Super Bowl, back in 1967, a 30-second ad cost US$37,500, around $370,000 in 2026 dollars. By 1985, the cost had tipped over the half-million mark for with a 30-second ad costing $525,000 ($1.58m adjusted).
