OpenAI set to air a minute-long Super Bowl ad for a second consecutive year, per WSJ
OpenAI is expected to broadcast a lengthy commercial at Super Bowl LX, the Wall Street Journal reported Monday.
Having aired its first ever paid advert at last year’s Big Game, the ChatGPT maker is set to take another 60-second ad slot during NBC’s broadcast on February 8, according to people familiar with the matter.
Prediction markets have already reacted to the news, with the odds of “OpenAI” in the “Which brands will advertise during the Big Game 2026?” event contract jumping to 96% on January 13. Other brands that traders are assuming will take a spot during the Big Game are beverage giant Pepsi (99%) and drinks minnow Liquid Death (97%).
(Event contracts are offered through Robinhood Derivatives, LLC — probabilities referenced or sourced from KalshiEx LLC or ForecastEx LLC.)
The marketing push comes as rival AI giants step up their ad spending, with the WSJ reporting that tech companies, including Anthropic, Google, Microsoft, and Perplexity, collectively spent ~$334 million on linear TV ads promoting AI offerings in the US in 2025 — a 43% jump from the year before.
And, as far as TV ads go, 60 seconds during a break at the Super Bowl are notoriously among the most expensive: according to ad buyers cited by the WSJ, some advertisers are paying over $8 million for just 30 seconds of airtime this year (not inclusive of the cost of producing the often extravagant commercials).
Prediction markets have already reacted to the news, with the odds of “OpenAI” in the “Which brands will advertise during the Big Game 2026?” event contract jumping to 96% on January 13. Other brands that traders are assuming will take a spot during the Big Game are beverage giant Pepsi (99%) and drinks minnow Liquid Death (97%).
(Event contracts are offered through Robinhood Derivatives, LLC — probabilities referenced or sourced from KalshiEx LLC or ForecastEx LLC.)
The marketing push comes as rival AI giants step up their ad spending, with the WSJ reporting that tech companies, including Anthropic, Google, Microsoft, and Perplexity, collectively spent ~$334 million on linear TV ads promoting AI offerings in the US in 2025 — a 43% jump from the year before.
And, as far as TV ads go, 60 seconds during a break at the Super Bowl are notoriously among the most expensive: according to ad buyers cited by the WSJ, some advertisers are paying over $8 million for just 30 seconds of airtime this year (not inclusive of the cost of producing the often extravagant commercials).
