Tech, Pharma, and First-Timers: A Category Breakdown of Super Bowl LX

Super Bowl viewers can always expect a heaping helping of food and beverage ads. But this year’s game is shaping up to be dominated by Tech brands and services. And Health/Pharma is on the rise. As of Feb. 3, there are 13 tech spots, putting the category in first place. Beverage and Food are tied for second with seven each. Pharma/Health is up next with five total.

There will be a slew of movie trailers, but studios tend to keep the titles they’ll be promoting close to the vest. (See here for more on possible movie trailers running in the game.)

Auto, which used to be one of the biggest in-game advertisers, is holding steady at three. As of writing, the Travel category is not represented at all.

At last count, there are 11 first-time advertisers in this year’s game: Base44, Boehringer Ingelheim, Grubhub, Fanatics Sports Book, Kinder Bueno, Liquid IV, Manscaped, Novo Nordisk, Ring, Ro, Svedka

As of Tuesday, February 3, the category breakdown for in-game broadcast ads is as follows:

• Auto (3): Cadillac F1, Toyota, Volkswagen

• Beverage (7): Bud Light, Budweiser, Liquid Death, Michelob Ultra, Pepsi Zero Sugar, Poppi, Svedka

• CPG (3): Dove, Liquid IV, Manscaped

• Fashion (1): Levi’s

• Financial/Insurance (3): Rocket, State Farm, Turbo Tax

• Food (7): Dunkin, Hellmann’s, Kinder Bueno, Lays, Nerds, Pringles, Ritz

• Health/Pharma (5): Boehringer Ingelheim, Hims & Hers, Novartis, Novo Nordisk, Ro

• Retail/E-commerce (4): Grubhub, Instacart, Uber Eats, Weather Tech

• Sports Betting (2): DraftKings, Fanatics Sports Book

• Tech (13): Amazon Alexa, Anthropic’s Claude, Base44, Bosch, Genspark, Google, Oakley Meta, OpenAI, Ring, Salesforce, Squarespace, Wix, Xfinity

• Telecom (1): T-Mobile

• Issue/Advocacy (2): He Gets Us, Blue Square Alliance