A 30-Second Super Bowl Ad Costs $5 Million Sports Illustrated reports the cost — which is approximately five times Eagles' starting quarterback Nick Foles' salary. Ads for last year's Super Bowl cost $5.02 million, according to the American Marketing Association. NBC will broadcast Super Bowl LII, which pits the Philadelphia Eagles against the New England Patriots. "We expect February 4 will set a record for single-day revenue generated by a single company," To put things into perspective, out of the 100 players on the Super Bowl rosters, only 13 made at least $5 million in salary this season. Super Bowl LII kicks off at U.S. Bank Stadium on Feb. 4 at 6:30 p.m. EST.