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 Competitive Edge. 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. 

Squarespace

No stranger to Super Bowls, website-building platform Squarespace will advertise in its 12th Big Game. Often celebrity-backed, Squarespace’s current plans are being kept under wraps so we’ll have to wait until gameday to see whether any famous faces front the creative.

OpenAI

Following its 2024 debut, OpenAI is planning a return to once again communicate about AI’s capabilities.

Anheuser-Busch

AB InBev, the NFL’s official beer sponsor of more than 20 years, is back with three brands from its portfolio: Budweiser, Bud Light and Michelob ULTRA.

According to AB InBev’s press announcement, Budweiser will deliver a spot showcasing its ‘longstanding legacy in American culture’ as part of its “Made of America” campaign. In 2026, Budweiser will mark its 150^th anniversary and release a limited-edition Heritage Can Series pack ahead of the Big Game.

Bud Light will once again return for the Big Game with creative honoring the beer keg and its central role at every Super Bowl party. Previously, singer Post Malone has appeared in the brand’s creative. With concert event ‘Bud Light Presents Post Malone & Buddies’ taking place in San Francisco on Feb. 6, it tees Malone up for yet another feature.

Last but certainly not least, considering the brand landed at #1 in System1’s 2024 Super Bowl ad rankings, Michelob ULTRA will continue to lean into its focus on sport with new creative for gameday. America’s #1 top-selling and fastest-growing beer has previously rolled out creative focused on soccer, leveraging Lionel Messi, as well as pickleball, with Willem Dafoe and Catherine O’Hara. With the Super Bowl and the Winter Olympics intersecting this year, it’s a perfect opportunity for Michelob ULTRA to celebrate competition and sportsmanship.

Uber Eats

The food delivery app will show up along competitors DoorDash and Instacart. This football season, the brand has leveraged actor Bradley Cooper to continue its campaign around football being a conspiracy to sell food. Previously, the brand engaged with Matthew McConaughey for a Super Bowl ad tied into the same platform.

Raisin Bran

WK Kellogg Co.’s Raisin Bran will make its Super Bowl debut this year, with creative developed in partnership with VaynerMedia.

Eos

Beauty and personal care brand Eos has committed to its second consecutive Super Bowl ad, which will air in most regional markets.

Instacart

After its debut in Super Bowl LIX, the delivery platform has confirmed it will return. The brand’s internal agency, Local Produce, is collaborating with BBDO and McCann on the creative.

He Gets Us

He Gets Us, the religious advertising campaign promoting Jesus, will air its fourth consecutive Super Bowl ad, a 60-second spot with the support of creative agency Lerma again.

TurboTax

The Intuit-owned brand is marking its 13th Super Bowl appearance in 2026 and staying consistent with its “Now This is Taxes” platform.

Salesforce 

Will Matthew McConaughey  be back for the CRM brand? We’ll have to wait until Super Bowl Sunday to find out if Salesforce is once again leaning into star power.

Pringles

Pringles and BBDO are all set for Super Bowl snacking, with the brand’s ninth consecutive appearance in the Big Game.

Liquid I.V.

Is there a better match than football and hydration? The brand, known for its electrolyte drink mixes, will soon make its Super Bowl debut.

Bosch

Who says appliances can’t be suave? After featuring Antonio Banderas in its debut Super Bowl ad in 2025, the brand will be back in 2026 to showcase its range and has promised star power once again.

Dove

Unilever brand Dove will get into the game for the third consecutive year. The brand has consistently championed body positivity for young girls and women.

Hellmann’s 

The best teams are the longstanding ones, like Unilever-owned Hellmann’s and VML. In fact, System1’s Compound Creativity research revealed that brands that change agencies less frequently produce better work. Super Bowl LX marks the mayo brand’s sixth consecutive appearance, and we’re looking forward to seeing the touchdown-worthy creative that this dream team produces.

Homes.com

Homes.com is moving in! The brand will appear in its third consecutive Super Bowl in 2026.

NERDS

It’s sweet to be Ferrara’s NERDS, which will appear in its third straight Super Bowl. Previous creative promoted the brand’s standout innnovation, Gummy Clusters, with some serious star power: Addison Rae in 2024 and Shaboozey in 2025.

Novartis

Novartis is back in the Big Game for a second year, working with Publicis Groupe’s Fallon on its creative. Its 2025 debut focused on breast cancer screening and awareness thanks to a few celebrity spokespersons: Wanda Sykes and Hailee Steinfeld.

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.

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! 

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.