One of the highlights of the Super Bowl for many are the commercials. This year’s game was televised by NBC (owned by Comcast), so there were many nods to the Comcast group of businesses including Xfinity web service, the new Minions & Monsters movie and the Universal theme parks! The ad centers specifically around the Universal Orlando Resort and although every park was shown in some way, including Volcano Bay, the majority of the park shots were centered around Epic Universe and Stardust Racers.

The 60-second ad called “Lil’ Bro” featured two brothers with the older brother calling the younger one “Lil’ Man” over several family scenes to the younger brother’s obvious frustration. Flash forward to a family vacation they’re at Universal Orlando with lots of shots of Epic Universe and the other Florida parks with the younger brother having the time of his life and the older brother a bit nervous about some of the rides. They then come to Stardust Racers and the little brother is beyond excited that he is tall enough to ride and the older brother obviously nervous. They end up riding together with huge smiles and end the end the younger brother asking the older brother, “You OK lil’ Man?” and exiting with a voice over , “4 parks, one vacation that changes everything.”

This spot ranked #19 of 54 ads ranked on the 2026 USA TODAY Ad Meter rankings. Given the highly competitive Super Bowl ad space, finishing in the top 50% is a great placement. With the game is on NBC, Comcast gets these ads for “free”, however with a 30-second spot for Super Bowl 60 reportedly averaging $8 million, every ad they run of their own is one less ad they can sell. So even with an estimated cost of $16 million, Comcast should more than see a return if other people attended a party like I did with subsequent conversations about the new park from those who had visited. Next year’s Super Bowl is on ABC/ESPN, so it will be interesting to see how the Disney parks are promoted, especially with new CEO and former Chairman of Disney Experiences (theme parks and cruises) Josh D’Amaro at the helm.