System1 Super Bowl LX Tracker
The countdown is officially on for Super Bowl LX, the 60th Big Game taking place Sunday, February 8, 2026. While the two teams in the championship game are yet to be determined, there’s already plenty of buzz and news about the commercials that will air. In September, NBC announced it had sold out Super Bowl LX inventory, with some brands snagging a 30-second spots for $8 million. Super Bowl ads are definitely in high demand!
Just like we did last year, System1 is keeping track of all the advertisers as they confirm participation in advertising’s biggest night. It’s a list that’s not to be missed!
And, as per tradition, System1 will also test every single Super Bowl commercial with Americans to rank consumers’ favorites. Our Test Your Ad platform measures the emotional response to creative to predict and improve its short- and long-term effects.
From this, we’ll feature all the emotional effectiveness data and downloadable reports in our subscription-based database, Test Your Ad Premium. Want to access the Super Bowl category as well as compare, benchmark and be inspired by even more ads? Log in or book a demo to explore everything the platform has to offer.
But wait! There’s more! We’ll recap what advertisers can take away from the best of the best in the latest edition of our How to Win the Super Bowl report:
- Did celebrities or brand characters score more points?
- Did returning favorites win out over newcomer brands?
- How can brands extend the lifespan of their Super Bowl creative?
- What are five ways creativity stacks to multiply profit?
We’ll unpack all the insights to give you a playbook for effective advertising. Whether you’re planning a Super Bowl spot in 2027 or not, our findings and best practices can inspire you to make work that entertains for commercial gain all year round.
So, let’s kick off! Check out our Super Bowl LX tracker below to get the scoop on what’s coming up at the NFL’s and advertising’s most anticipated event, including potential and confirmed Super Bowl advertisers.
Captain Morgan
Captain Morgan is giving contestants of On Brand with Jimmy Fallon a shot at a once-in-a-lifetime opportunity – the October 14th episode tasked the contestants with creating a “loud, shareable, stunt-y video” and tagline for the Super Bowl. It’s a similar approach to Doritos‘ fan contest, which has resulted in entertaining and effective Big Game spots.
Sazerac
Sazerac, which owns more than 450 liquor brands, including Fireball Whisky, is the first advertiser to confirm it will debut its first Super Bowl ad on February 8.
Manscaped
Manscaped, which offers grooming tools for men, is considering its first Super Bowl ad. A creative review has been launched, so we’ll have to wait a bit longer for news of a confirmed slot for the brand.
Grubhub
Food delivery platform Grubhub has confirmed it will air a Super Bowl ad, it’s first-ever national spot for the Big Game. Grubhub Head of Brand Marnie Kain noted that the brand’s appearance is intended to ”remind America why we are the authority in food delivery and what that means for our future.”
With Uber Eats, Doordash and Instacart previously appearing, will Grubhub be able to eat up the competition? We’ll tune in on game night to find out!
Liquid Death
Liquid Death is back in the Big Game, confirming it will air its second national Super Bowl ad in 2026.
Ferrero North America
Ferrero North America has announced it will invest more than $100 million in the Big Game and the World Cup in 2026. The Super Bowl ad will specifically focus on Kinder Bueno, with Anomaly at the creative helm.
