Just two automakers have announced plans for Super Bowl LX commercials that will air during the game on February 8, 2026. According to NBCUniversal, 30-second spots for the 2026 game are priced between $8 – $10 million. As of now, only Toyota and Cadillac have decided to write the big checks for primetime advertising. Fewer automakers than usual will be featured in the Super Bowl commercial breaks, with some big names already announcing they won’t participate.

Here’s a look at every automaker with Super Bowl commercials in 2026.

Toyota’s Super Bowl Commercial

As the only true consumer-focused Super Bowl car commercial announced so far, Toyota is front and center for the big game. Toyota has revealed its commercial for Super Bowl LX, and it tells the story of a family and 30 years of RAV4. The RAV4 is completely redesigned for 2026 and now features a hybrid powertrain across the lineup.

The 2026 Toyota RAV4 starts at $33,350 for the base LE trim and is expected to cost over $50,000 for the sport-tuned GR Sport.

Cadillac’s Super Bowl Commercial

GM’s luxury brand is looking to transform its reputation from one that caters to older drivers to the backbone of a brand-new racing team. Rather than featuring the 2026 Cadillac lineup, the Super Bowl LX commercial will feature the Cadillac F1 team.

“The Super Bowl spot will take the team into millions of homes, while the Cadillac Countdown will give a front-row view in one of the busiest areas in the US,” said Dan Towriss, CEO of Cadillac Formula 1 Team Holdings.

Cadillac will become F1’s 11th team. Sergio Pérez and Valtteri Bottas will drive the Ferrari-powered Cadillac car in its debut season.

Why Aren’t There More Car Commercials in the 2026 Super Bowl?

According to industry experts at AdAge, for most automakers, Super Bowl marketing is in the rearview mirror. The category, once a Big Game stalwart, is poised for another down year with only two brands—Toyota and Cadillac—confirming ad buys as of today. Instead of shelling out as much as $10 million for 30 seconds of airtime in the game, plus millions more for production costs, many automakers are seeking more value with their media buys.

Automakers are turning to more cost-effective options like streaming platforms, YouTube, and social media for their advertising budgets.

It would likely help if ad placement costs didn’t continually increase. Mike Marshall, head of global advertising for NBCUniversal, told Bloomberg that some ad slots for the Feb. 8 game on NBC have sold for $10 million. That’s a new record by a large margin.

The $10 million price tag is a 43% increase from 2022, when $7 million bought you 30 seconds of exposure. This year’s game is expected to attract an audience of up to 130 million viewers.

Super Bowl Commercial Costs Over the Years

The typical cost for a 30-second commercial in the Super Bowl has risen 122% over the last decade. According to USA Today’s Ad Meter, here’s how much a Super Bowl commercial cost has risen over the last 25 years:

• 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 XLVII, 2013 – $3.8 million
• Super Bowl XLVIII, 2014 – $4 million
• Super Bowl XLIX, 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 milllion
• Super Bowl LVI, 2022 – $6.5 million
• Super Bowl LVII, 2023 – $7 million
• Super Bowl LVIII, 2024 – $7 million
• Super Bowl LIX, 2025 – $8 million
• Super Bowl 60, 2026 – $10 million