Why Marvel is skipping the Super Bowl 2026 and how it impacts Avengers: Doomsday and Spider-Man: Brand New Day

Amisha Pandey / TIMESOFINDIA.COM / Updated: Feb 03, 2026, 01:26 IST

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This year Super Bowl LX will not have one big franchise promoting themselves, Marvel Studios isn’t planning any commercials or trailer debuts for its major upcoming movies during the broadcast. According to industry reporting, neither Spider-Man: Brand New Day nor Avengers: Doomsday will air a trailer or ad spot during the NFL’s biggest night.Marvel and Sony appear to have opted out of Super Bowl advertising this year, a break from past tradition. If this is true, this marks a notable shift in how Marvel is approaching its blockbuster marketing and so is Super Bowl ad space.

Marvel and the Super Bowl: a long history of big-game marketing

For years, Marvel promoted their movies via Super Bowl trailers and commercials. Past MCU titles like Deadpool & Wolverine and Thunderbolts premiered teasers or ads during the game and generated massive global attention from it.Super Bowl commercials have long been praised for their unmatched live audience, often over 100 million viewers and the way a well-timed trailer can dominate entertainment news cycles. Fans now associate the Big Game with exclusive looks at major Hollywood films. That connection makes Marvel’s absence this year more striking.

Why Marvel may be sitting this one out

There are several reasons analysts point to for Marvel’s decision to skip Super Bowl ads in 2026:
A 30-second Super Bowl spot this year reportedly commands upwards of ~$10 million.
Both Brand New Day (July 31 release) and Avengers: Doomsday (December 18) are many months away. Marvel might prefer to unveil trailers closer to their actual release windows rather than so far in advance.

Marvel’s global brand may generate enough year-round buzz without needing a Big Game push.

Some industry observers say its core fanbase will seek out trailers online regardless of a Super Bowl spot.These could be the potential reasons for them not opting for a Super Bowl ad this year, it’s recalibrating when and where it spends its marketing dollars.

Even without Super Bowl advertising, Marvel’s marketing cycle is already underway. Avengers: Doomsday has seen several teaser releases over the past months, and Spider-Man: Brand New Day is likely to get a full trailer in the coming weeks or months.

Other studios and franchises are taking advantage of the Super Bowl’s massive audience, titles like The Mandalorian & Grogu, Toy Story 5, Hoppers, Super Mario Galaxy Movie, and Scream 7 are expected to debut spots during the game.

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About the AuthorAmisha Pandey

Amisha Pandey has been covering the NFL since 2024, with her eyes always locked on the latest buzz — from dating rumors to Instagram posts. With a Bachelor of Commerce degree and a flair for storytelling, she mixes quirky words with an easy, consumable style that keeps readers hooked. Beyond football, Amisha dives into pop culture, viral trends, and celebrity drama, while her personal passions include music, rap, movies, and content creation. Whether it’s breaking down an NFL controversy or vibing to the latest track, she brings the same energy and curiosity to everything she does.

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