以下文章来源于深响 ，作者深响 深响 . 挖掘增长密码，探解生意本质。 透过超级碗天价广告，作者看到了值得品牌们关注的6大谋算： 来 源丨 深响 （ID：deep-echo） 作者丨 何理 锁定更多预算： 图源丨Midjourney 当世界越来越碎片化，那些能汇聚所有人目光的"全民级大事件"就越发珍贵。 2月9日，第60届美国职业橄榄球大联盟"超级碗"总决赛如约而至。每年有超过1亿观众收看的"美国 春晚"再次验证了全民级注意力的稀缺价值——今年独家转播并售卖广告的NBC环球广告与合作伙伴 关系部主席马克·马绍尔（Mark Marshall）此前透露， 2026年超级碗30秒广告价格已达到史无前例 的1000万美元。 超级碗+冬奥会+NBA，打造"传奇二月" 而天价广告背后，一方面是平台NBC环球精心设计的炼金术——"传奇二月"的捆绑打法、高需求面前 保持克制不加库存的稀缺溢价、流媒体Peacock和西语频道Telemundo配合扩圈，每一招都在击破广 告主最重视的要害问题；另一方面是品牌们的微妙博弈——超级碗早已不是广告露出，而是天价入场 费打造的认知高地、品牌进行全网流量套利的起点、对冲数字广告局限性的群体 ...

Core Insights - The 60th Super Bowl, held on February 9, 2026, is expected to have a record-breaking 30-second advertisement price of $10 million, highlighting the scarcity of attention in a fragmented media landscape [1][24] - NBCUniversal's strategic approach includes bundling major events like the Super Bowl, Winter Olympics, and NBA All-Star Weekend into a "Legendary February" to secure advertising budgets and alleviate concerns about fleeting viewership [2][25] - The integration of AI-driven tools like LIVE Total Impact allows for retargeting audiences across multiple events, enhancing brand exposure and engagement [4][27][28] Advertising Strategy - NBCUniversal maintains a limited inventory of ad slots, creating a luxury-like scarcity that drives up prices, with the starting price for Super Bowl ads rising from $7 million to over $10 million due to high demand [8][30] - The bundling of high-profile events provides brands with a "1+N" model for audience reach, combining high-impact exposure with sustained engagement [4][27] - The use of platforms like Peacock and Telemundo allows for targeted advertising, reaching diverse demographics and maximizing brand visibility [11][32][35] Brand Perspective - Brands view the high cost of Super Bowl ads as a means to secure a prestigious position in the market, serving as a powerful endorsement to consumers and investors [16][38] - Successful brands leverage the Super Bowl as a launchpad for broader marketing strategies, aiming to convert initial exposure into long-term engagement and sales [20][44] - The collective viewing experience of the Super Bowl fosters a unique form of trust and social validation that digital ads cannot replicate, enhancing brand credibility [23][47][48]