VIDEO SHOWS: 2026 SUPER BOWL COMMERCIALS / COMMENTS FROM TRIGGERS, CEO AND FOUNDER, LESLIE ZANE SHOWS: UNKNOWN LOCATIONS (FILE) (SPECTRUM – Must courtesy Spectrum. No archive. No resale.) 1. SPECTRUM 2026 SUPER BOWL COMMERCIAL NEW YORK, NEW YORK, UNITED STATES (JANUARY 29, 2026) (REUTERS – Access all) 2. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “This is the 60th Super Bowl in 2026, and 2026 is a very important year. This is the year of America's 250th anniversary. It is a big year for brands. And so, every brand is going to be trying to connect itself to American themes. You're going to see that in this Super Bowl, and you're going to see this probably for the entire year. You're going to see it at the shelf. You're going to see it online. Everybody is going to try to associate their brand with the greatness of America.” UNKNOWN LOCATIONS (FILE) (BUDWEISER – Must courtesy Budweiser. No archive. No resale.) 3. BUDWEISER 2026 SUPER BOWL COMMERCIAL NEW YORK, NEW YORK, UNITED STATES (JANUARY 29, 2026) (REUTERS – Access all) 4. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “Budweiser needs to get two messages across. It needs to connect itself, reconnect itself to America's 250th anniversary. And it simultaneously needs to communicate that this is Budweiser's own 150th anniversary. It's been making beer and distributing beer all over America since 1876.” 5. WHITE FLASH 6. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: [REFERRING TO BUDWEISER 2026 SUPER BOWL COMMERCIAL] “The horse and the eagle become one. And we actually see this creature, it almost looks like Pegasus with half horse, half bird, half eagle. And it's an incredible symbol of America. You have these two American symbols combining into one. That is the magic moment of this ad. It’s the climax, and it's the one that's going to be codified into Americans’ minds.” UNKNOWN LOCATIONS (FILE) (HELLMANN'S – Must courtesy Hellmann's. No archive, No resale.) 7. HELLMANN'S 2026 SUPER BOWL COMMERCIAL WITH ANDY SAMBERG NEW YORK, NEW YORK, UNITED STATES (JANUARY 29, 2026) (REUTERS – Access all) 8. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “Super Bowl ads sold out extremely quickly this year. We're told by September they were done with their inventory. And that was actually before the NFL's season even started.” UNKNOWN LOCATIONS (FILE) (TURBO TAX – Must courtesy Turbo Tax. No archive, No resale.) 9. TURBO TAX’S 2026 SUPER BOWL COMMERCIAL WITH ADRIEN BRODY NEW YORK, NEW YORK, UNITED STATES (JANUARY 29, 2026) (REUTERS – Access all) 10. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “The average cost for a Super Bowl ad in this year's Super Bowl in 2026 is around $7 to $8 million. That compares to $5 million back in 2016. And so we have seen increasing growth in the price of a Super Bowl ad. And yeah, that's expensive. If you compare it to the cost of, let's say, a Sunday night football ad for around $1,000,000 – $750,000 to $1,000,000 – we're really talking eight and maybe even ten times as much because we just heard a news release that some of them have sold for $10 million for 30 seconds. So that's expensive until you look at audience size, because audience size is obviously very different. The Super Bowl audience is about 127 million viewers on you.” UNKNOWN LOCATIONS (FILE) (OIKOS – Must courtesy Oikos. For editorial use only. No archive. No resale.) 11. OIKOS 2026 SUPER BOWL COMMERCIAL WITH ACTRESS KATHRYN HAHN AND FOOTBALL PRO DERRICK HENRY NEW YORK, NEW YORK, UNITED STATES (JANUARY 29, 2026) (REUTERS – Access all) 12. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “It has an unmatched scale. And that idea of everybody being able to watch the same thing and see the same thing all at the same time, in a fragmented world, that is a huge benefit.” 13. WHITE FLASH 14. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “Consumers are seeking out the content. They're unlikely to go to the restroom when the ads come on. These are not to be missed moments. And consumers are engaged in this kind of advertising and seeking it out in a way that they don't at other times of year.” UNKNOWN LOCATIONS (FILE) (DOVE – Must courtesy Dove. No archive. No resale.) 15. DOVE’S 2026 SUPER BOWL COMMERCIAL NEW YORK, NEW YORK, UNITED STATES (JANUARY 29, 2026) (REUTERS – Access all) 16. (SOUNDBITE) (English) TRIGGERS, CEO AND FOUNDER, LESLIE ZANE, SAYING: “I think the Super Bowl is a time where we put our political differences aside. I think the last thing consumers want to think about right now is politics. They want to come together, be with their families, and just celebrate the greatness of this sport, the greatness of NFL football, the Super Bowl and the 250th anniversary of the country and really put politics and differences aside.” UNKNOWN LOCATIONS (FILE) (MICHELOB ULTRA – Must courtesy Michelob ULTRA. No archive. No resale.) 17. MICHELOB ULTRA’s 2026 SUPER BOWL COMMERCIAL WITH ACTOR KURT RUSSELL AND ACTOR LEWIS PULLMAN, OLYMPIC GOLD MEDALIST CHLOE KIM AND OLYMPIAN AND NHL CHAMPION T. J. OSHIE STORY: The Seattle Seahawks are set to face the New England Patriots in Super Bowl LX, arguably the biggest single-day event in U.S. sports, drawing a massive audience around the world. The NFL championship will be played at Levi's Stadium in Santa Clara, California, on Sunday (February 8). But another contest is already underway: the battle for attention in Super Bowl commercials. "Super Bowl ads sold out extremely quickly this year," said Leslie Zane, CEO and founder of Triggers, a brand consulting firm. "We're told by September they were done with their inventory. And that was before the NFL’s season even started." Zane said 2026 is especially significant for marketers because it coincides with America's 250th anniversary, prompting some brands to lean into more patriotic, Americana-style themes. She pointed to companies like Spectrum and Budweiser as examples of brands that are tapping into that sentiment. And while the price tag for ads is steep–often $7 million to $8 million, and in some cases even higher–Zane explained the reach makes it worth it. "The Super Bowl audience is about 127 million viewers," she said. "And that idea of everybody being able to watch the same thing and see the same thing all at the same time in a fragmented world, that is a huge benefit." That shared viewing experience is also what Nielsen is trying to measure more accurately. On Tuesday (February 3), the ratings firm said it will test an updated approach aimed at better capturing "co-viewing,” when multiple people watch together, especially during live events. The pilot program will launch with the 60th Super Bowl and continue through other major live sports and entertainment events in the first half of 2026. Zane said she believed that consumers will be glued to the content. "They want to come together, be with their families, and just celebrate the greatness of this sport, the greatness of NFL football, the Super Bowl, and the 250th anniversary of the country.” (Production: Andrew Hofstetter, Kyoko Gasha, Christine Kiernan)
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