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Super Bowl LX

The NBC broadcast network, Peacock, and Telemundo are NBCU's primary platforms for coverage of Super Bowl LX on Sunday, February 8, 2026. This page provides the digital and linear creative guidelines for Super Bowl LX.

NBCUniversal recommends all clients register with AD-ID and assign a valid AD-ID code to each creative prior to submitting. There is a 15-character limit for all AD-IDs. NBCUniversal provides support in the onboarding process.

Questions?

Air dates and creative deadlines 

Air date 

Creative deadline 

Sunday, February 8, 2026 

 

January 23, 2026 

  • Final billboard assets delivered to Sports Marketing Team

February 2, 2026 

  • Traffic instructions for NBC, Peacock, and Telemundo 

  •  All commercials in-house and approved for air

General guidelines

  • All commercials and billboards must conform to the public and industry advertising standards and to the programming and operating policies of NBCUniversal.

  • Commercials and billboards must comply with NBCUniversal’s technical standards.

  • In no event shall NBCUniversal be liable for the contents of a commercial in its telecast.

  • All material must use SMPTE "drop-frame" time code. 

  • Only the commercials that are scheduled on the final playlist will be ingested for air. All commercials will be ingested ‘as is’ despite audio or visual discrepancies. Agencies will be notified of on-air discrepancies. 

  • The placement and designation of commercial positioning shall be determined solely by NBCUniversal network. 

  • To help advertisers reach the largest possible audience, NBCUniversal requires commercial content with closed captioning (CC) and audio description service (AD). CC and AD should be in the same language as the primary audio track. For questions about technical specifications or instructions, please consult your vendor. 

  • To submit a spot: 

    • Create an account with one of the vendors listed. 

    • Upload your spot(s) to that vendor using their required specifications. 

  • Once your spot(s) has passed their internal QC process, submit an “Order for delivery” and select the appropriate network as the delivery location.

  • Delivery of file-based content is accepted only from the following pre-approved vendors.

  • For all NBCUniversal properties, there is a limitation of 15 characters for all AD-IDs.  

  • Copy will not air without written instructions.  

  • An AD-ID/ISCI-coded commercial must be sent to NBCU twice. Operations and Standards do not share libraries; this ensures rejected spots/non-final versions of spots never go to air.

    • Via vendors (this is the final version of the spot that will go to air)

    • To the Standards site (details below)

Technical specifications

Distribution format

Suppliers must deliver commercial content through digital distribution.

(warning) FTP, DVD or emailed file formats (e.g., WVM) are not accepted.

Commercial file for delivery

  • NBCUniversal requires only one file of a commercial file be electronically delivered to NBCU’s Media Ops Center at least 5 working days before the first scheduled airdate.

  • Address packages to all networks in which it will air.

HD

HD commercials must include an “H” appended to the end of the AD-ID code (e.g., ABCD1234H).

Audio codec

  • Limit to –2 dBFS

  • Average of -24 LKFS* (+/-2 dB) of the full program mix (not only dialog) of the soundtrack

  • Dialogue intelligibility is extremely important and must established and maintained for the duration of the content

  • Use of a low frequency enhancement channel (LFE) is encouraged when considered appropriate by the sound designer

    • Some portion of the LFE signal should be mixed into the left and right channels to maintain the appropriate presence of this signal.

  • NBCUniversal authors the audio metadata required for ATSC digital television transmissions

Loudness

  • ITU-R.BS.1770-based broadcast loudness meter for measurement. Minor variation of +/- 2dB about the -24 LKFS loudness average is anticipated and acceptable.  

  • Don’t target content loudness to the high and low side of this range.

  • All delivered content will be loudness normalized to meet this requirement, if necessary. This process shifts average loudness to -24LKFS with no impact to dynamic range.

    • Content delivered softer than Telemundo’s -24LKFS average loudness specification will be loudness normalized to a maximum specification of -24LKFS -2/peak. 

    • Delivered peak level of soft content may restrict normalization up to the -24LKFS target. 

  • A tight tolerance surrounding the -24LKFS average is especially critical at the start and end of content or segments to establish smooth program to commercial transitions.

  • Average soundtrack loudness of -24 LKFS, matching the Telemundo’s default dialog level metadata, is critical for proper operation of the dynamic range control system used for ATSC AC-3 audio.

(tick) NBCUniversal strongly encourages you to audition your content at the -24LKFS average dialog loudness.

Closed captioning

If captioning is provided, record on Field 1, Line 21 on CC1 in compliance with the EIA 608 standard. Except for the use of CCI for closed-captioning, commercials for air may not contain any data embedded into or encoded onto the commercial audio or video without the prior written consent of NBCUniversal. Agency and/or advertiser must notify NBCUniversal, reasonably in advance, of the existence of said content on any commercial. See 79.1 of the Code of Federal Regulations for more.

Watermarking and tracking

  • NBCUniversal doesn’t support the use of audio or video watermarking or tracking technologies embedded in ancillary data space or otherwise included in the materials for exhibition/transmission.

  • NBCUniversal takes no responsibility for the use of such technologies or their preservation in transmission to the audience.

Emergency alert signals

  • The FCC prohibits the transmission of the Emergency Alert System (EAS) codes or Attention Signal (853 Hz and 960 Hz transmitted simultaneously) or a recording or simulation thereof except in the case of an actual emergency or authorized EAS test.

  • The rule applies to all forms of content, including programs, commercials and other paid programming, PSAs, promos and other interstitial material. The FCC hasn't defined what constitutes a prohibited simulation and has brought enforcement actions against sound effects other than actual EAS tones. Content containing EAS tones or simulations are not be accepted for broadcast. 

Purging commercial materials

  • Commercial assets are purge eligible from all systems 90 days from last air date or 90 days after received if it never aired.

  • Commercial assets are not returnable.

  • If for any reason you need to have a commercial removed or purged out of the NBCUniversal library, please send the notification to the appropriate contact for each network.

  • If a commercial cannot air due to legal reasons and must be pulled off the air immediately, please notify the appropriate network contact by email and by phone.

Traffic instructions

  • All commercial instructions must include agency, agency contact, advertiser, network, flight, brand, AD-ID, and length.

  • Revisions must be clearly marked with the word “revision” and the revision number. All revisions should indicate what was changed from the prior instructions and the effective date. All other information will be ignored and is not binding.

  • The HD version of an SD commercial must have the same AD-ID with a “H” appended to the end of the AD-ID code. No other designation for an HD spot is accepted.

  • The AD-ID for SD commercials can’t end with an “H”, because “H” at the end of the AD-ID indicates an HD commercial.

  • Send all commercial instructions in document form (PDF or Excel) via email to the specific network traffic instruction email address. Generic templates are available.

  • Body of email, zip file, and/or link traffic instructions aren’t accepted.

Traffic instructions must be received by Spot traffic listing each individual unit with a corresponding AD-ID per network. 

Traffic instruction type 

Requirements 

Revisions 

Spot Traffic Required 

Only Spot traffic will be accepted (instructions must include a valid date, time, and program/show name) 

Blanket traffic instructions (ROS/Percentage) are not accepted for Super Bowl LX

Must be received by Monday, February 2, 2026, and must be clearly marked as “Revision” including a revision number. 

Traffic instruction email contacts

NBCUniversal doesn’t confirm the receipt and or implementation of commercial instructions to the designated network distribution lists above. Please send confirmation requests for all Super Bowl creative directly to your NBCU Sales representative.  

Still have questions? Contact sb60bos@nbcuni.com. Please ensure all inquiries include the applicable network and “Super Bowl” in the email subject line. 

Advertising review 

NBC

Peacock

Telemundo

Categories requiring approval by Standards 

All

All

All

Submission process 

Submit to NBC destination 

Submit to Peacock destination

Submit to Telemundo destination

Additional notes 

  • All Super Bowl LX commercials (for all categories, for any NBCU network or platform) must be submitted to Standards for review before they can run. 

  • All clearance materials must be submitted using one of the above methods to be reviewed. Commercials submitted via email will not be reviewed. Clearance materials should not be sent to Sales, Sales Operations, or the Media Operations Center (MOC) in Englewood Cliffs. 

  • When uploading clearance materials, in the Comments box on the Create Submission page, you must include the following note: “Clearance submission for NFL Super Bowl on ‘insert network name’ February 8, 2026.” 

  • The deadline for submitting pre-production materials to Standards is Monday, December 8, 2025.  

    • Advertisers are strongly encouraged to submit pre-clearance materials (scripts, storyboards, and rough cuts) as soon as possible.  

    • Standards will request substantiation for all claims and authentication of all demonstrations and testimonial statements, as applicable. 

The advertiser and its representatives are responsible for ensuring that submitted materials comply with all applicable governmental laws and regulations, including the rules of the Federal Communications Commission (FCC), the Federal Trade Commission (FTC), and the Federal Drug Administration (FDA), as well as NBCU's internal guidelines, standards, and policies. After reviewing the submitted materials, NBCU may give approval, request additional information, require modifications to the advertisement, or deem the advertisement not acceptable for air. 

  • The deadline for submitting final materials to Standards is Monday, February 2, 2026, at 9:00 a.m. ET. 

    • All final advertisements must be slated with a unique ISCI/AD-ID code, a title, and the length of the advertisement. Standards cannot give final approval to unslated advertisements. 

  • For complete guidelines and additional information, please visit www.nbcustandards.com. 

Resources

Telemundo advertising compliance 

 

Telemundo 

Time for review 

Allow 3 business days 

Additional notes 

  • English and Spanish-language spots can be submitted for approval.  

  • During Super Bowl 2026 or any other sports program or event airing on Telemundo, there are no EL restrictions on the language of commercials. All spots will be reviewed by Ad Compliance and may air in either English or Spanish without language restrictions. 

  • When uploading clearance materials, in the Comments field on the Create Submission page, you must include the following note: “Clearance submission for NFL Super Bowl on Telemundo February 8, 2026.” 

Billboard requirements 

Submission process 

Deadline 

January 23, 2026 

Required assets 

  • Logo (animated or static) 

    • Animated: 5-second MOV file 

    • Static: Hi-res EPS or other vector-based file on preferred background color (otherwise white will be the standard background color) 

  • 5-second VO copy, maximum 8—10 words 

  • Please provide Billboard Materials for ALL participating brands

Other requirements 

If client requires specific color, include the style guide with the submission, otherwise the default specs are:  

  • Default white background with color logo  

  • Default black background with white logo  

  • For a preferred color background, please provide keyable color code

Contact 

General guidelines 

  • All claims must be supported. Claims requiring additional qualifications are unacceptable. 

  • Sell copy (e.g., offers, pricing, sales) is generally unacceptable, except for slogans that have been well established in the sponsors’ commercials. 

  • Billboards may not reference more than one sponsor; cross-reference other television programs; contain QR codes; or mention contests, sweepstakes, or promotional teasers. 

  • Gambling-related billboards must comply with all gambling laws, regulations, rules, and guidelines. 

  • Billboards may reference websites only if they are exclusively owned by the sponsor of the billboard. 

  • All billboards will be put inside a “frame” with a background shot behind the client logo. 

  • Clients should submit logos “tv safe, center screen”. Our graphics department will size them to fit inside the frame. 

 Technical specs 

Ad format 

Static logo 

Animated logo 

File format 

Preferred: Illustrator (EPS or AI) with vector outlines 

PSD, TIFF, or TGA also accepted 

HD QuickTime (MOV) 

Dimensions 

Minimum 900 x 600 

Logo must be full in the canvas; no excessive white space

1920 x 1080   

Resolution 

72 dpi 

72dpi 

Logo 

Place over your preferred background 

We will take the full logo, put it in our billboard frame, and then key it over a scenic or wide shot from the event

N/A 

Frame rate 

N/A 

50fps 

50fps is the broadcast standard for Milan Cortina 2026. If this can’t be accommodated, please be mindful that 29.97/59.94 content will need to be frame-rate converted. 

Video codec 

  • Without key: Apple ProRes 422 (not HQ) 

  • With key: Apple ProRes 4444 

Length 

5 seconds and 10 words or less 

Audio track 

All animated billboards are to be delivered silent 

 

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