When Do Super Bowl Commercials Start? Key Times & Facts

By Sarah Miller · October 20, 2040

The Super Bowl commercials typically start shortly after the kickoff of the game, with the first ad airing around 20 to 30 minutes into the broadcast. For Super Bowl LVII in 2025, which aired on February 9, 2025, the first commercial began at approximately 6:45 PM ET, following the opening drive and initial gameplay. Major brands time their most anticipated ads to air during the first or second quarter to capture peak viewer attention.

When Do Super Bowl Commercials Start?

Super Bowl commercials begin shortly after the game starts, not during the pre-game show. While fans often anticipate the ads as much as the football, networks reserve the high-priced commercial slots for moments when viewership is highest—typically during the first half of the game.

Key Timing Facts

First commercial usually airs 20–30 minutes after kickoff
Kickoff time is generally around 6:30 PM Eastern Time
Pre-game shows run from 1:00 PM to 6:30 PM ET but do not include official Super Bowl ad breaks
Most high-profile ads debut in the first or second quarter
Commercial breaks last 2–5 minutes and occur roughly every 10–15 minutes of game time

Why the First Commercial Doesn't Air Immediately

The opening moments of the Super Bowl broadcast are reserved for ceremonial elements such as the national anthem, flyover, and kickoff. Networks maximize advertising revenue by placing premium ads when audience retention peaks.

Factors Influencing Ad Start Time

Game delays: Weather, overtime in prior games, or technical issues can push start times
Opening drive length: A quick touchdown or turnover speeds up the first break
Broadcast schedule: Fox, CBS, or NBC may adjust timing slightly based on production flow

Year	Super Bowl	Kickoff Time (ET)	First Ad Time (ET)	Airing Network	Avg Viewers (Millions)	Ad Cost (30 sec)
2025	LVII	6:37 PM	6:45 PM	NBC	115.2	$7.8 million
2024	LVIII	6:40 PM	6:52 PM	CBS	113.4	$7.5 million
2023	LVII	6:42 PM	6:55 PM	FOX	113.0	$7.0 million
2022	LVI	6:44 PM	6:58 PM	NBC	112.3	$6.8 million
2021	LV	6:40 PM	6:53 PM	CBS	96.4	$5.6 million

Table data source:1, 2, 3

The data shows a consistent trend: the first commercial airs between 6:45 and 6:58 PM ET, depending on kickoff timing and early game action. Ad prices have risen steadily, reflecting the event’s unmatched reach. The 2025 Super Bowl set a new benchmark with $7.8 million for a 30-second spot, driven by streaming integration and multi-platform exposure.

How Networks Schedule Super Bowl Ads

Broadcast networks like NBC, CBS, and FOX coordinate ad placement with the NFL to balance entertainment value and revenue. Not all breaks are equal—advertisers pay premiums for specific quarters.

Preferred Ad Slots by Marketers

First Quarter: High viewer retention after kickoff
Second Quarter: Peak engagement before halftime
Post-Halftime: Captures returning audience
Fourth Quarter: Risky if game is lopsided, but valuable if close

Planning Your Viewing: When to Watch the Best Commercials

If you're tuning in primarily for the ads, consider watching live rather than streaming on-demand, as many commercials are replaced in replays. Also, major brands often release teasers ahead of time, but the full versions premiere during the game.

Tips for Maximizing Commercial Viewing

Start watching at kickoff—don’t rely on pre-game coverage for ads
Use social media trends to identify real-time standout ads
Check brand YouTube channels post-game for extended cuts
Avoid fast-forwarding—live viewing ensures you see original placements
Look for surprise celebrity cameos, especially in first-half spots

Frequently Asked Questions About Super Bowl Commercials

Do Super Bowl commercials start during the pre-game show?

No, Super Bowl commercials do not air during the pre-game show. These high-cost advertisements are reserved for breaks during the official game broadcast, starting about 20–30 minutes after kickoff. The pre-game segments feature network promotions, analysis, and previews but not the premium Super Bowl ad spots.

What time do the best Super Bowl ads usually air?

The most popular and expensive Super Bowl ads typically air in the first and second quarters. Advertisers aim for maximum audience reach, and viewership peaks during these periods. Many brands also choose post-halftime breaks to capture audiences returning from intermission.

How long is each Super Bowl commercial break?

Commercial breaks during the Super Bowl average 2 to 5 minutes in length. The duration varies based on game stoppages, timeouts, and broadcast scheduling. There are usually 7 to 9 major ad breaks throughout the game, with additional shorter pauses for local ads or updates.

How much does a 30-second Super Bowl commercial cost in 2025?

In 2025, a 30-second Super Bowl commercial cost an average of $7.8 million. This marked a new record, reflecting increased demand, multi-platform distribution (including streaming), and the game’s continued dominance in live television viewership.

Can I watch Super Bowl commercials online after the game?

Yes, most brands upload their Super Bowl commercials to YouTube, social media platforms, and official websites shortly after the game ends. Some even release teaser trailers beforehand, but the full premieres are timed to coincide with the live broadcast to maximize impact and virality.