Super Bowl LX in 2026 is shaping up to be a major event, not only for the NFL but also for advertisers, with the opening ceremony of the 2026 Winter Olympics in Milano Cortina also drawing attention. The Super Bowl, set to feature the Seattle Seahawks against the New England Patriots, will see top brands spending millions on 30- and 60-second commercials, with the cost of a 30-second ad potentially reaching $10 million, according to Bloomberg News. Meanwhile, the Winter Olympics officially kicked off with a ceremony at Milan's San Siro Stadium, featuring athletes from 92 national Olympic committees.
The Super Bowl is a high-stakes broadcast for advertisers, with the potential to reach an audience of over 100 million viewers. Advertisers are expected to spend millions on production and celebrity endorsements in addition to the cost of the ad spots. The opening ceremony of the Winter Olympics included performances by Mariah Carey, Laura Pausini, Andrea Bocelli, and Sabrina Impacciatore. The United States will have the largest presence at the Winter Games, with over 230 athletes.
In related news, San Francisco 49ers quarterback Brock Purdy participated in the Toyota Glow-Up Classic, an all-girls glow-in-the-dark flag football game during Super Bowl week. Purdy served as a coach for the game, which took place at the Moscone Center.
The upcoming Super Bowl halftime show, featuring Bad Bunny, has also sparked discussion. Former ESPN broadcaster Sage Steele commented on the "Faulkner Focus," stating that her concern was that Bad Bunny had "led with hate" since being announced as the headliner.
In other business news, Google revealed that YouTube generated over $60 billion in revenue in 2025, a figure that includes advertising revenue and paid subscriptions. This surpasses streaming rival Netflix's $45 billion revenue. Hanna Kahlert, a senior analyst at Midia Research, noted that while the announcement was significant, it was "perhaps not a surprising one," given YouTube's widespread use.
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