Super Bowl LX is officially less than two weeks away, and the hype machine is running at full capacity. On February 9, 2026, Levi’s Stadium in Santa Clara, California will host what promises to be one of the most-watched television events in American history. But let’s be honest — a huge chunk of people tuning in aren’t even there for the football.
They’re there for the commercials, the halftime show, and the inevitable meme moments that will break the internet before the fourth quarter even starts. So let’s break down everything you need to know before the big game.
Kendrick Lamar Takes the Halftime Stage
The NFL confirmed Kendrick Lamar as the Super Bowl LX halftime performer, and honestly, this might be the most anticipated halftime show since Beyonce’s Formation set in 2016. Kendrick has been on a creative tear — his 2024 feud with Drake dominated headlines for months, and his album “GNX” was a cultural reset.
Expect him to perform hits from across his catalog: “HUMBLE.,” “DNA.,” “Money Trees,” and newer tracks that have been dominating streaming charts. The real question is whether he’ll bring out surprise guests. Lamar performed at the 2022 halftime show alongside Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and 50 Cent — so he knows how to share a stage.
Rumor mills are already churning about potential guest appearances from SZA, Baby Keem, or even a surprise reconciliation moment. Whatever happens, social media will have opinions within 0.3 seconds of the first note.
What Will $7 Million Buy You? A 30-Second Ad Spot
The cost of a 30-second Super Bowl commercial has officially crossed the $7 million threshold for Super Bowl LX. To put that in perspective, the same ad slot cost $5.6 million in 2020 and just $2.4 million back in 2005. That’s nearly triple the price in two decades.
But brands keep paying because the Super Bowl remains the last true appointment television event. Last year’s game drew over 123 million viewers, making it the most-watched broadcast in U.S. television history. No amount of streaming fragmentation can touch those numbers.
Companies like Doritos, Budweiser, Coca-Cola, and Apple are all expected to return with big-budget spots. Doritos has already teased their “Crash the Super Bowl” campaign, inviting fans to submit homemade commercials for a chance at the big stage. Budweiser will almost certainly trot out some version of the Clydesdale horses — it’s basically a legal requirement at this point.
Which Ads Are Already Generating Buzz?
Every year, a handful of brands release teasers weeks before the game to build anticipation. This year, several have already started dropping hints. Apple is rumored to be running a major spot for Apple Intelligence, their AI suite — which makes sense given how aggressively they’ve been marketing it.
Temu and Shein, the Chinese e-commerce giants, reportedly purchased multiple ad slots after making their Super Bowl debut in recent years. Some industry insiders expect crypto companies to make a quieter return after their splashy (and somewhat disastrous) 2022 blitz — remember when FTX ran that Larry David ad? Yeah, that aged like milk.
The car industry is also going big. Electric vehicle brands are expected to dominate the automotive ad category, with BMW, Hyundai, and possibly Rivian all vying for attention. Movie studios will preview their summer blockbusters, and streaming services will battle for subscribers with flashy trailer reveals.
Who’s Playing? The Game Itself Matters Too
Right, there’s also a football game happening. As of early February, the AFC and NFC Championship games are about to determine who heads to Santa Clara. The Kansas City Chiefs are looking for an unprecedented third consecutive Super Bowl title, which would cement Patrick Mahomes as perhaps the greatest quarterback of all time.
On the NFC side, the Detroit Lions, Philadelphia Eagles, and San Francisco 49ers (who’d essentially be playing a home game) are all strong contenders. A Chiefs three-peat would be historic — no team has ever won three straight Super Bowls in NFL history. The 1960s Packers won the first two, but three in a row? Never been done.
If the 49ers make it, the atmosphere at Levi’s Stadium would be electric. A home Super Bowl for the Niners faithful would be a once-in-a-generation experience, especially after their heartbreaking overtime loss in Super Bowl LVIII.
How Will Social Media React?
If recent Super Bowls are any indication, the real entertainment happens on Twitter (or X, if you insist), TikTok, and Instagram. Last year’s game generated over 200 million social media interactions, and memes started trending within seconds of notable plays.
The Taylor Swift factor is still in play. Her relationship with Chiefs tight end Travis Kelce turned the 2024 Super Bowl into a cultural phenomenon that transcended sports. Whether she’s in attendance again will be one of the most tracked storylines leading up to kickoff.
Expect brands to have social media teams on standby, ready to capitalize on viral moments in real time. Remember Oreo’s “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout? That kind of real-time marketing has become standard operating procedure.
Viewing Party Trends and How Americans Watch
According to the National Retail Federation, Americans were expected to spend over $17 billion on Super Bowl-related purchases in 2025 — food, drinks, merchandise, TVs, and decorations. That number is projected to climb even higher for Super Bowl LX.
Chicken wings remain the undisputed MVP of Super Bowl food. The National Chicken Council estimates that Americans consume roughly 1.4 billion wing portions during Super Bowl weekend. That’s enough wings to circle the Earth three times, which is a truly horrifying and impressive statistic.
Streaming is changing how people watch, too. With games now available on platforms like Peacock and YouTube TV alongside traditional broadcasts, the viewing experience is more fragmented than ever. But the communal aspect — gathering with friends, yelling at the TV, arguing about whether a play should have been reviewed — that hasn’t changed one bit.
Whether you’re in it for Kendrick’s setlist, the Budweiser Clydesdales, Patrick Mahomes’ wizardry, or just the excuse to eat an unreasonable amount of guacamole, Super Bowl LX has something for everyone. February 9 can’t come soon enough.
What are you most excited about for Super Bowl LX? The halftime show, the ads, or the game itself? Share your predictions in the comments!