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Marvel Studios Breaks 16-Year Super Bowl Trailer Streak

2/8/2026

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Summary

Marvel Ends Streak

Marvel Studios, part of The Walt Disney Company, will not participate in Super Bowl LX, ending a 16-year trailer streak.
The decision affects anticipated releases such as Spider-Man: Brand New Day and Avengers: Doomsday.
Reports indicate Marvel may reallocate its marketing budget as the 30-second ad rose to $10 million.
Other studios, including DC, skip the Super Bowl as Disney plans promotions for The Mandalorian, Grogu, and Toy Story 5.

History

Historical Context

Since its inception in 1967, the Super Bowl has transformed into a major advertising platform, with 30-second ad costs soaring from $37,500 to $2.6 million by 2007. This trend reflects the event's immense viewership, which reached 123.7 million in 2024. Recently, companies like Marvel Studios have opted out of advertising, indicating a shift in marketing strategies amid evolving media landscapes.

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Marvel Ends Streak

Marvel Studios, part of The Walt Disney Company, will not participate in Super Bowl LX, ending a 16-year trailer streak.
The decision affects anticipated releases such as Spider-Man: Brand New Day and Avengers: Doomsday.
Reports indicate Marvel may reallocate its marketing budget as the 30-second ad rose to $10 million.
Other studios, including DC, skip the Super Bowl as Disney plans promotions for The Mandalorian, Grogu, and Toy Story 5.

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