Guy Fieri takes over Super Bowl ‘Justa Guy’ ad, see outtakes
Guy Fieri traded his signature look to become “Justa Guy” for a Bosch commercial that aired during the Super Bowl.
Are you here just for the commercial?
Super Bowl advertising is as big a part of the annual tradition as Buffalo wings, with brands spending billions (more than $10 million in 2026) to secure commercial space during the big game.
Since 1989, USA TODAY Ad Meter has asked viewers to review all of the game’s national commercials, helping determine the best commercials each year. Budweiser won the contest for the ninth time last year and Anheuser-Busch’s 15th overall by bringing back the beloved Clydesdale.
This year’s commercial schedule includes many familiar national brands, but fans should expect to learn about a number of new companies and products, as the AI industry and the weight loss drug industry are each scheduled to air multiple ads.
Let’s take a look back at the 2026 Super Bowl commercials.
Rate the best and worst Super Bowl ads!
For advertisers, that stare doesn’t come cheap, with some national 30-second commercials during Super Bowl 60 costing more than $10 million, according to Bloomberg, a sharp jump from the $8 million brands paid just a year ago.
Super Bowl commercials (by year)
- Super Bowl I, 1967 – $37,500
- Super Bowl II, 1968 – $54,500
- Super Bowl III, 1969 – $55,000
- Super Bowl IV, 1970 – $78,200
- Super Bowl V, 1971 – $72,500
- Super Bowl VI, 1972 – $86,100
- Super Bowl VII, 1973 – $88,100
- Super Bowl VIII, 1974 – $103,500
- Super Bowl 9, 1975 – $107,000
- Super Bowl X, 1976 – $110,000
- Super Bowl XI, 1977 – $125,000
- Super Bowl XII, 1978 – $162,300
- Super Bowl XIII, 1979 – $185,000
- Super Bowl XIV, 1980 – $222,000
- Super Bowl XV, 1981 – $275,000
- Super Bowl XVI, 1982 – $324,300
- Super Bowl XVII, 1983 – $400,000
- Super Bowl XVIII, 1984 – $368,200
- Super Bowl 19, 1985 – $525,000
- Super Bowl XX, 1986 – $550,000
- Super Bowl XXI, 1987 – $600,000
- Super Bowl XXII, 1988 – $645,500
- Super Bowl XXIII, 1989 – $675,500
- Super Bowl XXIV, 1990 – $700,400
- Super Bowl XXV, 1991 – $800,000
- Super Bowl XXVI, 1992 – $850,000
- Super Bowl XXVII, 1993 – $850,000
- Super Bowl XXVIII, 1994 – $900,000
- Super Bowl XXIX, 1995 – $1.15 million
- Super Bowl XXX, 1996 – $1.085 million
- Super Bowl XXXI, 1997 – $1.2 million
- Super Bowl XXXII, 1998 – $1.29 million
- Super Bowl XXXIII, 1999 – $1.6 million
- Super Bowl XXXIV, $2000 – $2.1 million
- Super Bowl XXXV, 2001 – $2.2 million
- Super Bowl XXXVI, 2002 – $2.2 million
- Super Bowl XXXVII, 2003 – $2.2 million
- Super Bowl XXXVIII, 2004 – $2.3 million
- Super Bowl XXXIX, 2005 – $2.4 million
- Super Bowl XL, 2006 – $2.5 million
- Super Bowl XLI, 2007 – $2.385 million
- Super Bowl XLII, 2008 – $2.699 million
- Super Bowl XLIII, 2009 – $2.999 million
- Super Bowl XLIV, 2010 – $2.954 million
- Super Bowl XLV, 2011 – $3.1 million
- Super Bowl XLVI, 2012 – $3.5 million
- Super Bowl 47, 2013 – $3.8 million
- Super Bowl XLVIII, 2014 – $4 million
- Super Bowl 49, 2015 – $4.25 million
- Super Bowl 50, 2016 – $4.5 million
- Super Bowl LI, 2017 – $5 million
- Super Bowl LII, 2018 – $5.2 million
- Super Bowl LIII, 2019 – $5.3 million
- Super Bowl LIV, 2020 – $5.6 million
- Super Bowl LV, 2021 – $5.5 million
- Super Bowl LVI, 2022 – $6.5 million
- Super Bowl LVII, 2023 – $7 million
- Super Bowl XV, 2024 – $7 million
- Super Bowl LIX, 2025 – $8 million
- Super Bowl 60, 2026 – $10 million
