Will Super Bowl 60 Set New Viewership Records or Fall Short?

Super Bowl 60 is not just the biggest NFL game of the year — it is arguably the single biggest media and advertising event on the sports calendar. "MediaTalk" host Mike Reynolds is joined by a panel of S&P Global Market Intelligence Kagan analysts to unpack how NBC's presentation of the big game across NBC, Telemundo and Peacock turns the matchup into a cross-platform showcase designed to maximize reach and ad yield. The episode examines the NFL's strong regular-season audience and how recent Nielsen measurement changes — especially "Big Data + Panel" and expanded out-of-home tracking — matter when interpreting year-over-year growth. The discussion also touches on streaming's continued momentum and how premium live sports can scale outside traditional TV, even as linear remains the dominant mass-reach environment. On the ad side, the headline is pricing: the most expensive 30-second spots reportedly fetched $10 million this year, with the average around $8 million. Advertisers remain willing to pay up for the cultural impact and attention that is hard to replicate elsewhere. The group also flags the expected surge of AI-themed Super Bowl advertisers and debates whether this year can match last season's 127.7 million record audience. More S&P Global content: The Business of Sports  Moneyball: The impact of sports media rights on the US video market Featured experts: Justin Nielson, head of Kagan Research at S&P Global Market Intelligence. Scott Robson, principal analyst at S&P Global Market Intelligence Kagan. Michael Johnson, research analyst at S&P Global Market Intelligence Kagan. Credits: Host/Author: Mike Reynolds Producer/Editor: Sarah James www.spglobal.com www.spglobal.com/market-intelligence