{"id":275321,"date":"2026-02-09T15:04:08","date_gmt":"2026-02-09T15:04:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/275321\/"},"modified":"2026-02-09T15:04:08","modified_gmt":"2026-02-09T15:04:08","slug":"marvel-just-broke-a-16-year-super-bowl-trailer-trend","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/275321\/","title":{"rendered":"Marvel Just Broke a 16-Year Super Bowl Trailer Trend"},"content":{"rendered":"

Considering how big a year 2026 will be for Marvel<\/a>, with the return of Spider-Man and the release of the next Avengers movie, you\u2019d be forgiven for expecting they\u2019d go big on marketing. Both Spider-Man: Brand New Day and Avengers: Doomsday might be pretty far away (the former 6 months, the latter 10), but there are few guaranteed audiences like the one that tunes into the Big Game every year. Last year\u2019s record-breaking viewing figures put 127.7 million sets of eyes on Super Bowl trailers<\/a>, and this year\u2019s projections are inevitably at the same level.<\/p>\n

But despite Disney having presence during the game, Marvel Studios sat it out. No Avengers: Doomsday trailer<\/a>, no Spider-Man: Brand New Day trailer<\/a>, and no Daredevil: Born Again Season 2. The latter would have been the most likely if time were the only factor, because it debuts on Disney+ in March and the studio has spent on TV trailers before (notably Moon Knight and The Falcon & The Winter Soldier), but no dice. It seems we\u2019ll just have to wait a little longer, but there\u2019s an interesting story here.<\/p>\n

Marvel Just Broke Their Super Bowl Trend<\/p>\n

\"Cyclops<\/p>\n

Shockingly, this is the first time since 2010 that Marvel Studios hasn\u2019t had a trailer at the Super Bowl. That\u2019s largely why there were so many rumors of a last minute change of heart, or suspicions that Marvel were hiding their plans. But the studio is all about maximizing eyeballs on their marketing material, and cynicism might also point to the fact that all 4 of the previous Avengers: Doomsday trailers<\/a> leaked ahead of their official releases. Suddenly gaining control of their leaks would be\u2026 uncharacteristic at this point.<\/p>\n

As an interesting side point, these are the Super Bowl trailers by year since 2020, and there isn\u2019t one listed that comes anywhere near the profile of either a Spider-Man movie or an Avengers one:<\/p>\n

2020 \u2013 Black Widow (plus a sizzle reel for The Falcon And The Winter Soldier, WandaVision, and Loki)<\/p>\n

2021 \u2013 The Falcon & The Winter Soldier<\/p>\n

2022 \u2013 Doctor Strange in the Multiverse of Madness & Moon Knight<\/p>\n

2023 \u2013 Ant-Man and the Wasp: Quantumania\/Heineken & Guardians of the Galaxy Vol 3<\/p>\n

2024 \u2013 Deadpool & Wolverine<\/p>\n

2025 \u2013 Thunderbolts* & Captain America: Brave New World<\/p>\n

On top of that, Doomsday has now become the first Avengers movie not to have Super Bowl spot. That feels a little like a statement in itself, but then again, there are other factors at play here, and Doomsday is a very different release to its three crossover predecessors.<\/p>\n

Why Spider-Man: Brand New Day & Avengers: Doomsday Skipped The Super Bowl<\/p>\n

\"Thor<\/p>\n

The biggest factors at play here are cost, necessity, and time. Super Bowl trailers reportedly cost $10 million for a paltry 30 seconds, which simply wouldn\u2019t be enough to really satisfy fans (especially after Doomsday did 4 mini-teasers mere weeks ago). That cost now dictates that lots of studios release TV spots pointing viewers to longer online trailers to save a bit of their budget. And when you think about it, do either Doomsday or Spider-Man: Brand New Day even need more hype? Not at a $10m per 30 second price point, they don\u2019t. Born Again Season 2 is an outlier, because I believe it could have done with a marketing boost, but Marvel\u2019s purse controllers clearly weren\u2019t as sure.<\/p>\n

And then there\u2019s time: Spider-Man: Brand New doesn\u2019t come out for another 6 months, and while 3 of the MCU\u2019s July releases (Captain America: The First Avenger, Black Widow, and Deadpool & Wolverine) did have Super Bowl spots, more of them didn\u2019t. Ant-Man skipped 2015, Spider-Man: Homecoming wasn\u2019t there in 2017, Ant-Man and the Wasp likewise wasn\u2019t in 2018, nor Spider-Man: Far From Home, Thor: Love and Thunder in 2022, or The Fantastic Four: First Steps last year. All released in July, none appeared. <\/p>\n

Avengers: Doomsday, meanwhile doesn\u2019t release until December, putting it well outside the active attention window (it\u2019s big enough that it doesn\u2019t entirely matter, of course). Typically, Avengers movies release in April and May, which is why all four so far have been at the Super Bowl, and why Doomsday skipping it feels so frustrating. But the December date makes spending so much on marketing in February illogical. <\/p>\n

You also have to take into account the fact that Marvel don\u2019t control Spider-Man\u2019s marketing \u2013 that\u2019s Sony\u2019s responsibility, and they don\u2019t usually spend. It still feels more likely that Brand New Day\u2018s first trailer will be released alongside the theatrical release of animated movie Goat, which debuts on February 13.<\/p>\n

What do you think? Leave a comment below and join the conversation now in the\u00a0ComicBook Forum<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"Considering how big a year 2026 will be for Marvel, with the return of Spider-Man and the release…\n","protected":false},"author":2,"featured_media":275322,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[6004,68342,156,3993,409,111,139,69,11013,4634],"class_list":{"0":"post-275321","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-movies","8":"tag-avengers-doomsday","9":"tag-daredevil-born-again","10":"tag-entertainment","11":"tag-marvel-cinematic-universe","12":"tag-movies","13":"tag-new-zealand","14":"tag-newzealand","15":"tag-nz","16":"tag-regular-feature","17":"tag-spider-man-brand-new-day"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/275321","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=275321"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/275321\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/275322"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=275321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=275321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=275321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}