Super Bowl commercials don’t wait for kickoff—they typically start during the final stretch of the pregame show, around 5:30–5:45 p.m. ET , then continue in the first major ad break after kickoff, and run heavily through halftime and into the fourth quarter.

Quick Scoop: When They Actually Start

Think of Super Bowl commercials as a rolling event, not a single start time.

  • Pre-game window: High-profile ads and “first big spot” placements often begin about 45–60 minutes before kickoff , so for a 6:30 p.m. ET kickoff, that’s roughly 5:30 p.m. ET onward.
  • First big in-game break: The most coveted “first in-game ad” usually appears after the opening kickoff and first drive , in the first full commercial break (often around 6:35–6:45 p.m. ET, but it can shift with game flow).
  • Halftime: Another premium cluster of ads hits during the halftime show break and immediately after , when viewership peaks.
  • Post-game: Some brands buy attention in the Lombardi Trophy / immediate post-game coverage , though this block is slightly less hyped than early-game and halftime.

A practical rule many marketers use: start watching or recording by about 5:25 p.m. ET so you don’t miss early “event” commercials that air before kickoff.

If you’re here to see every ad , not just the game, treat the last hour before kickoff as part of the main show.

Why There’s No Single Exact Time

Super Bowl commercial timing is partly planned and partly fluid.

  • Network strategy: NBC, Fox, CBS, etc. place some of the biggest buys in the pre-game’s last segment and the first in-game break to guarantee huge exposure.
  • Game flow: A long opening drive, quick turnover, or early timeout can shift the exact minute that first in-game ad appears.
  • Ad tiers: Some brands pay for the coveted “first in-game spot” , others target halftime , and others go for cheaper pre- or post-game inventory.

So you’ll see people online say “they start at 6:30” or “right at kickoff,” but in reality, the “Super Bowl ad show” has already begun in the late pregame window.

If You Don’t Want To Miss Any

Here’s a simple watch plan inspired by marketing checklists.

  1. Start your stream/TV early.
    • Aim for 5:25 p.m. ET as your “butts-in-seat” time.
  1. Avoid skipping intros or pre-game segments.
    • Some platforms label ad-heavy pre-game content as “intro” and auto-skip it.
  1. Keep the stream stable.
    • Don’t channel-surf or restart apps during the opening drive; that’s when the first in-game break hits.
  1. Use online ad trackers later.
    • After the game, sites aggregate all the Super Bowl ads so you can catch anything you missed.

2026 Context (Super Bowl LX)

For Super Bowl 60 on February 8, 2026 , kickoff is scheduled for 6:30 p.m. ET at Levi’s Stadium , and NBC/Peacock/Telemundo hold the broadcast.

  • Expect premium commercials starting in the last part of the pre-game (around 5:30–6:00 p.m. ET) and continuing through Bad Bunny’s Apple Music halftime show and beyond.
  • Networks have already sold out commercial inventory , which usually means a dense, heavily planned ad load from late pre-game through the final whistle.

TL;DR

  • Pre-game ads: Start becoming “Super Bowl-level” about 5:30 p.m. ET.
  • First in-game commercials: Hit in the first real break after kickoff , roughly 6:35–6:45 p.m. ET depending on game flow.
  • Safest move: Have your TV/stream on by 5:25 p.m. ET if you care about seeing all the commercials.

Information gathered from public forums or data available on the internet and portrayed here.