Amazon’s 2022 ‘Mind Reader’ All-Time Most-Expensive Super Bowl Ad at $26 Million

Heading into Sunday’s Super Bowl LVII, many of the telecast’s more than 100 million viewers will be watching the commercials as much as the game between the Kansas City Chiefs and Philadelphia Eagles.

New analysis from TradingPedia found that last year’s Super Bowl LVI Amazon ad “Mind Reader” is the most expensive commercial ever aired during the annual NFL championship game. Amazon paid $26 million for the 130-second commercial (based on $6.5 million per 30 seconds), which featured the real-life couple Scarlett Johansson and Colin Jost plugging Amazon’s cloud-based voice service Alexa as a mind reader, including injecting humor into the disadvantages artificial intelligence (AI) might play reading your thoughts.

While Amazon had three of the top 10 most-expensive Super Bowl commercials when including 2017’s “Before Alexa” ($16.8 million) and 2014’s “Not Everything Makes The Cut” ($15.6 million), General Motors and Cadillac round out the all-time podium with 2021 spots “No Way Norway” and “SissorHandsFree” — each costing $22 million worth of air time.