OpenAI is expected to run a 60-second commercial during NBC’s broadcast of Super Bowl LX, according to people familiar with the matter reported by The Wall Street Journal. This will follow the company’s first Super Bowl advertisement last year after years of minimal external advertising.
Super Bowl advertisers are paying upwards of $8 million for 30 seconds of airtime, industry sources told the Journal, not including the creative costs that can add millions more. OpenAI’s exact payment for its slot was not disclosed.
Artificial intelligence companies have been increasing marketing expenditure as the sector expands. Google, Microsoft, OpenAI, and Anthropic collectively spent an estimated $333.6 million on linear TV ads to promote AI products in the U.S. in 2025, a 43 percent increase from the prior year, according to ad tracker iSpot. In addition, these firms spent roughly $426 million on digital advertising, more than triple their 2024 outlays, based on estimates from Sensor Tower.
