Just here for the commercials?

Super Bowl ads are as big a part of the annual tradition as buffalo wings, with brands shelling out enormous sums – over $10 million in 2026 – to secure commercial space during the big game.

Since 1989, USA TODAY Ad Meter has let viewers judge all the game’s national commercials, helping decide the best every year. Budweiser won the contest for the ninth time last year – and 15th overall for Anheuser-Busch – by bringing back their beloved Clydesdale horses.

This year’s commercial slate includes plenty of familiar national brands but fans should expect to learn about a bunch of new companies and products, with the AI and weight-loss drug industries set to each air multiple ads.

Here’s a look back at 2026’s Super Bowl commercials:

Rate the best and worst Super Bowl ads!

Good Will Dunkin’ Super Bowl ad

Lay’s Super Bowl commercial

Budweiser Super Bowl commercial goes ‘Free Bird’

Ring Super Bowl commercial

Sabrina Carpenter Pringles commercial

Poppi Charli XCX Super Bowl commercial

Mr Beast Super Bowl commercial

Cadillac Formula 1 Super Bowl commercial

Hims Super Bowl commercial

Hellmann’s Super Bowl commercial

Coinbase Super Bowl commercial

Liquid IV Super Bowl commercial

Levi’s Super Bowl commercial

Marshawn Lynch Super Bowl commercial

Svedka Super Bowl commercial

Volkswagen Super Bowl commercial

Redfin Rocket Mortgage Super Bowl commercial

Kurt Russell Michelob Super Bowl commercial

Claude Super Bowl commercial Anthropic AI

OpenAI Super Bowl commercial

Bon Jovi in State Farm Super Bowl commercial

DraftKings Super Bowl commercial

Jurassic Park Super Bowl commercial

Matthew McConaughey Uber Eats Super Bowl ad

Bud Light Super Bowl commercial

Toyota Super Bowl commercial

Ben Stiller Super Bowl commercial: Instacart

How much does a Super Bowl commercial cost?

All those eyes aren’t cheap for advertisers, and the cost of some national 30-second commercials during Super Bowl 60 have topped $10 million, according to Bloomberg – a huge jump from the $8 million that brands shelled out just one year ago.

Super Bowl commercial by year

• Super Bowl I, 1967 – $37,500
• Super Bowl II, 1968 – $54,500
• Super Bowl III, 1969 – $55,000
• Super Bowl IV, 1970 – $78,200
• Super Bowl V, 1971 – $72,500
• Super Bowl VI, 1972 – $86,100
• Super Bowl VII, 1973 – $88,100
• Super Bowl VIII, 1974 – $103,500
• Super Bowl IX, 1975 – $107,000
• Super Bowl X, 1976 – $110,000
• Super Bowl XI, 1977 – $125,000
• Super Bowl XII, 1978 –$162,300
• Super Bowl XIII, 1979 – $185,000
• Super Bowl XIV, 1980 – $222,000
• Super Bowl XV, 1981 – $275,000
• Super Bowl XVI, 1982 – $324,300
• Super Bowl XVII, 1983 – $400,000
• Super Bowl XVIII, 1984 – $368,200
• Super Bowl XIX, 1985 – $525,000
• Super Bowl XX, 1986 – $550,000
• Super Bowl XXI, 1987 – $600,000
• Super Bowl XXII, 1988 – $645,500
• Super Bowl XXIII, 1989 – $675,500
• Super Bowl XXIV, 1990 – $700,400
• Super Bowl XXV, 1991 – $800,000
• Super Bowl XXVI, 1992 – $850,000
• Super Bowl XXVII, 1993 – $850,000
• Super Bowl XXVIII, 1994 – $900,000
• Super Bowl XXIX, 1995 – $1.15 million
• Super Bowl XXX, 1996 – $1.085 million
• Super Bowl XXXI, 1997 – $1.2 million
• Super Bowl XXXII, 1998 – $1.29 million
• Super Bowl XXXIII, 1999 – $1.6 million
• Super Bowl XXXIV, 2000 – $2.1 million
• Super Bowl XXXV, 2001 – $2.2 million
• Super Bowl XXXVI, 2002 – $2.2 million
• Super Bowl XXXVII, 2003 – $2.2 million
• Super Bowl XXXVIII, 2004 – $2.3 million
• Super Bowl XXXIX, 2005 – $2.4 million
• Super Bowl XL, 2006 – $2.5 million
• Super Bowl XLI, 2007 – $2.385 million
• Super Bowl XLII, 2008 – $2.699 million
• Super Bowl XLIII, 2009 – $2.999 million
• Super Bowl XLIV, 2010 – $2.954 million
• Super Bowl XLV, 2011 – $3.1 million
• Super Bowl XLVI, 2012 – $3.5 million
• Super Bowl XLVII, 2013 – $3.8 million
• Super Bowl XLVIII, 2014 – $4 million
• Super Bowl XLIX, 2015 – $4.25 million
• Super Bowl 50, 2016 – $4.5 million
• Super Bowl LI, 2017 – $5 million
• Super Bowl LII, 2018 – $5.2 million
• Super Bowl LIII, 2019 – $5.3 million
• Super Bowl LIV, 2020 – $5.6 million
• Super Bowl LV, 2021 – $5.5 milllion
• Super Bowl LVI, 2022 – $6.5 million
• Super Bowl LVII, 2023 – $7 million
• Super Bowl LVIII, 2024 – $7 million
• Super Bowl LIX, 2025 – $8 million
• Super Bowl 60, 2026 – $10 million

SANTA CLARA, CA — Super Bowl 60 was disrupted early in the fourth quarter when a fan bolted onto the field. 

A shirtless man ran on from the direction of the Seattle Seahawks end zone, briefly forcing a pause in the action. He ran a good length of the field as security tried to converge on him but actually split them on the opposite half of the field, spreading his arms in a victorious pose as he continued his sprint. As he approach another pocket of guards deploying to stop him, Patriots receiver Kyle Williams left his huddle and jogged toward the man in what appeared to be a half-hearted attempt to stop him. 

Williams stood near the fan as security finally apprehended the fan around the 10-yard line and took him away. 

Fan on the field at Super Bowl 60

Coincidentally or not, the Patriots scored their first points of the night on a touchdown pass to Mack Hollins shortly thereafter.

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SANTA CLARA, CA – Kenneth Walker III’s impressive playoff run was punctuated with a Lombardi Trophy and a Super Bowl MVP.

Walker provided consistent offense in what was a defensive battle throughout the 29-13 win. The Seahawks running back rushed 27 times for 135 yards. He registered 161 yards from scrimmage in the victory.

Walker’s ground total was the most rushing yards by a player in the Super Bowl since Terrell Davis romped for 157 yards in Super Bowl 32. He’s also the first running back to win Super Bowl MVP since Davis won the award in Super Bowl 32.

Buy Seahawks championship posters, gear

Walker found room to run against a stout Patriots defense and was tough to tackle.

The MVP award capped off a superb postseason campaign for Walker. He amassed more than 100 yards from scrimmage in all three of Seattle’s playoff games. Including the regular season, and produced at least 100 yards from scrimmage in four straight games. It’s the longest such streak of his career.

Walker had a 30-yard run and a 29-yard scamper in the second quarter that set up a successful Jason Myers field goal. The running back had a catch and run that went for 20 yards in the third quarter that led to another Myers field goal which extended the Seahawks’ lead, 12-0.  

The Seahawks running back averaged five yards per carry.

Walker’s contract is set to expire this offseason. But the running back proved his worth throughout the postseason and underscored his value in Super Bowl 60.

Seattle’s win now gives the franchise two Super Bowl titles.

Follow USA TODAY Sports’ Tyler Dragon on X @TheTylerDragon.

• Madison Chock and Evan Bates helped Team USA take the lead in the figure skating team event at the 2026 Winter Olympics.
• The ice dance pair faces a demanding schedule of four programs in six days, more than many of their competitors.
• Chock and Bates are aiming for an individual ice dance gold medal in addition to a team medal.
• Despite the challenging schedule, the duo feels mentally and physically prepared for the competition ahead.

MILAN — You wouldn’t have guessed Madison Chock and Evan Bates just put on another season-best performance, no less on the biggest stage at the 2026 Winter Olympics.

The couple were calm and unceremonious with reporters after their free dance in the team event on Saturday, Feb. 7, which put the U.S. in first place with a five-point lead heading into the medal-deciding final day on Sunday.

Were they not happy? Far from it. Were they mad? Doesn’t seem so.

So what was it? Maybe it’s because they have their eyes set on a bigger prize, but are working through a gauntlet to get to it. Simply put, they’re buckling up for arguably the biggest week of their lives.

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Chock and Bates by far have the most challenging schedule of any figure skaters in the Games: Four programs in six days, including back-to-back duty in the team event on Feb. 6 and 7. Now, they have 48 hours until the ice dance competition opens Feb. 9 with the rhythm dance and concludes on Feb. 11 with the free dance. Their performances in the team event set up Team USA for its second straight gold medal.

“Our team is incredibly strong, arguably as strong as it’s ever been, and I have the utmost faith in them,” Chock said. “I’ll be proud of them no matter what the outcome is.”

But the most decorated ice dance pair in U.S. figure skating history wants more than a team medal in Milan — they want the ice dance gold medal, the one achievement they’ve been chasing for years. But while they did so much heavy lifting for their team, their competition got extra rest.

Laurence Fournier Beaudry and Guillaume Cizeron (France) and Lilah Fear and Lewis Gibson (Great Britain) didn’t skate the free dance because France and Great Britain didn’t qualify for the final. Canada did made the final, but it opted to go with Marjorie Lajoie and Zachary Lagha for the free dance, saving the legs of Piper Gilles and Paul Poirier. They’ll all be well-rested for the ice dance while Chock and Bates will still be recovering.

On paper, it seems like Chock and Bates are at a disadvantage. However, if you’ve seen this duo at all this season, you know that’s far from the case.

“We came into the event knowing that that was a possibility,” Chock said. “We’re mentally and physically prepared.”

For as crowded and deep the ice dance field is, the Americans don’t see it as a competition with others. Bates said they are just competing with themselves.

And every single time, they keep on winning.

“It’s just a progression,” he said. “It’s very cliche, but it is our mindset, and it is our approach, and it’s how we have stayed focused, and it’s how we’ve been training.”

A whirlwind of a week halfway done, but the job is far from over. It’s the biggest challenge of their careers, and this pair is ready for it.

Japan took gold and silver in men’s snowboarding big air thanks to some big tricks from Kira Kimura and Ryoma Kimata. Defending gold medalist Su Yiming of China overtook 17-year-old American Ollie Martin for bronze to keep Team USA from winning its first medal of the 2026 Milano Cortina Winter Olympics.

But apparently, that all wasn’t enough for NBC broadcaster Todd Richards.

‘That was boring,’ he was caught saying on a hot mic immediately after the event concluded on Peacock. ‘That was so boring. The qualifier was way more exciting.’

Richards is commentating his sixth Winter Olympics. A former professional snowboarder, he competed in halfpipe at the 1998 Nagano Games, where snowboarding made its Olympic debut. He’s also a four-time Winter X Games medalist, winning gold in the halfpipe in 1997, the inaugural year of the Winter X Games.

NBC referred USA TODAY Sports to Richards’ Instagram post on the topic when reached for comment:

Richards stood by his opinion but also expressed his admiration for the competitors.

This story has been updated with new information.

CORTINA D’AMPEZZO, Italy – Mikaela Shiffrin, the most decorated Alpine skier of all time, is grateful to be at her fourth Winter Olympics. It’s an ‘honor’ and a ‘privilege’ to be part of this event with the red, white and blue on her chest, she said Saturday, Feb. 7 during media availability in Cortina.

But Shiffrin wants to make it clear that she’s representing her own personal values at these Games, not those of President Donald Trump’s administration back home.

Shiffrin came to Cortina prepared to be asked about whether she felt conflicted competing on behalf of the United States given the international backlash to immigration raids championed by the White House. She wrote down, in full, the Nelson Mandela quote actor Charlize Theron read aloud during the Milano Cortina opening ceremony the night before:

‘Peace is not just the absence of conflict. Peace is the creation of an environment where we can all flourish regardless of race, color, creed, religion, gender, class, caste or any other social markers of difference.’

She added, in her own words: ‘For me, as this related to the Olympics, I really hope to show up and represent my own values. Of diversity, and kindness, and sharing. Tenacity, work ethic, showing up with my team every single day.

‘… My greatest hope for this Olympic Games, from a broader perspective, is that it is a beautiful show of cooperation and of competition.’

Team USA athletes here in Italy known they are the face of their home country this month, at a time when political decisions by the Trump administration have earned worldwide criticism.

Shiffrin acknowledged the presence of ‘hardship,’ ‘heartbreak’ and ‘violence’ around the globe, which ‘can be tough to reconcile … when you’re also competing for medals in an Olympic event.’ In the U.S. specifically, ICE raids ordered by the Trump administration have led to the killing of two civilians in Minnesota: Alex Pretti and Renee Good. The Guardian reported Jan. 28 that eight people have been killed by ICE or died while in ICE custody in 2026.

American athletes at Milan’s opening ceremony Friday night received raucous applause from the stadium of 80,000. But when the camera cut to vice president JD Vance, their whoops quickly changed to boos. That message of disapproval came after IOC president Kirsty Coventry urged fans to be ‘respectful’ toward the U.S. contingent.

Reach USA TODAY Network sports reporter Payton Titus at ptitus@gannett.com, and follow her on X @petitus25.

The 285th and final game of the 2025 NFL season − Super Bowl 60 − has arrived after five months in the making.

In the ever unpredictable league, the Seattle Seahawks and New England Patriots will meet for the second time in 11 years − this matchup a far bigger surprise than the first given neither of these teams reached the playoffs a year ago. The next question will be whether their second Super Sunday showdown, if not exactly a rematch with Tom Brady and the Legion of Boom having left the stage years ago, can somehow approach the unforgettable Super Bowl 49 classic.

For the final time this season, USA TODAY Sports’ NFL experts submit their predictions − including Super Bowl 60’s MVP:

(Odds provided by BetMGM)

Super Bowl 60 picks, predictions, odds

• Seahawks vs. Patriots

Summer Britcher posted the fastest times for the Team USA during women’s singles luge training runs at the Cortina Sliding Centre on Sunday, Feb. 8.

Britcher’s time of 53.172 seconds on her fifth run was the ninth-best time recorded during the training session, tops among the three American competitors. The women’s luge course at the 2026 Winter Olympics is approximately 1,201 meters (1,313 yards) long.

Germany’s Merle Malou Fraebel and Julia Taubitz posted the top times in Sunday’s two training runs. Taubitz had the fastest time in the six training runs at 52.750, flying down the Cortina Sliding Centre track at a top speed of 119.4 kilometers per hour (approximately 74 mph).

The women’s singles luge medal competition starts Monday, Feb. 9 with two timed runs for each competitor beginning at 11 a.m. ET. There will be two more final timed runs beginning at 11 a.m. ET on Tuesday, Feb. 10. The combined times from all four runs determines the medal winners.

Germany, which won gold and silver in women’s singles luge at the 2022 Olympics, has won the most luge Olympic medals of any country, with 43 overall and 22 gold.

Emily Fischnaller is Team USA’s most decorated women’s luge competitor at the 2026 Winter Olympics. The 32-year-old is the second American to have won multiple luge singles medals, winning bronze at both the 2019 and 2025 World Championships.

Women’s singles luge fastest times for each run

Run 1 — Sandra Robatscher, Italy: 53.553 (Top Team USA finish: Emily Fischnaller, ninth: 53.820)

Run 2 — Elina Bota, Latvia: 53.541 (Top Team USA finish: Ashley Farquharson, eighth: 53.753)

Run 3 — Julia Taubitz, Germany: 53.268 (Top Team USA finish: Emily Fischnaller, 11th: 53.583)

Run 4 — Julia Taubitz, Germany: 53.408 (Top Team USA finish: Emily Fischnaller, fifth: 53.642

Run 5 – Merle Malou Fraebel, Germany: 52.855 (Top Team USA finish: Summer Britcher, seventh: 53.152)

Run 6 — Julia Taubitz, Germany: 52.750 (Top Team USA finish: Summer Britcher, third: 53.172)

• Actor Austin Butler is set to portray disgraced cyclist Lance Armstrong in a new film.
• This upcoming movie is one of several films and documentaries made about Armstrong’s life.
• Armstrong’s story of a hero’s fall from grace continues to attract filmmakers.

America didn’t know it needed yet another movie about Lance Armstrong. But it’s getting one anyway, this time with actor Austin Butler cast to portray the disgraced former cyclist.

Multiple Hollywood news outlets even have reported that the upcoming film has stirred up a “bidding war” among film studios despite the fact that filmgoers have seen this movie before, or at least different versions of it. Grab some popcorn and binge on this:

∎ An ESPN documentary film entitled “Lance” earned critical acclaim in 2020.

∎ Actor Ben Foster played Armstrong in the “The Program” in 2015.

∎ ‘Stop at Nothing: The Lance Armstrong Story” came out in 2014.

∎ ‘The Armstrong Lie” by director Alex Gibney debuted in 2013.

∎ ‘The World According to Lance’ predated his confession to doping when it was released in 2012.

Now comes another one with a slight twist. Film producer Scott Stuber has acquired Armstrong’s life rights, according to Deadline.

Armstrong, 54, didn’t return a message seeking comment. But he didn’t like the last film in which he starred – the one on ESPN that actor Chevy Chase thought was so good that he agreed to participate in a film on himself with the same director (Marina Zenovich).

Why is there another movie about Lance Armstrong?

As far back as 2013, USA TODAY Sports posed the question: Why are film producers and book publishers falling over themselves to retell Armstrong’s story?

The answer is that it’s an epic tale about the rise of an American hero and cancer survivor who then became a villain after his lies and bullying finally caught up to him and led to his downfall. Armstrong won seven Tour de France titles but got stripped of all of them after using banned drugs and blood transfusions to boost himself on the bike. He denied his doping for years until he finally confessed to Oprah Winfrey in January 2013.

‘Lance’s story, his mythic story, was maybe the greatest sports story of all time,” Gibney told USA TODAY Sports in 2013. “That’s pretty big, and then the fall from grace was precipitous. That kind of Shakespearean or Greek tragedy is appealing to filmmakers.’

The new movie about Armstrong is set to be directed by Edward Berger, who also directed the 2024 film Conclave. That was another movie about secrets and scandal but was based on a book of fiction. The latest Lance film will be based on a true story, which includes his many lies.

Follow reporter Brent Schrotenboer @Schrotenboer. Email: bschrotenb@usatoday.com