2026 is a huge year for Marvel with the upcoming releases of the new Spider-Man and Avengers movies, so it’s reasonable to expect a major marketing push. While both Spider-Man: Brand New Day and Avengers: Doomsday are still months away (six and ten respectively), the Super Bowl consistently draws a massive audience. Last year’s Super Bowl trailers reached a record 127.7 million viewers, and similar numbers are predicted for this year.
Even though Disney was involved in the event, Marvel Studios didn’t release any new trailers. Fans hoping to see footage from Avengers: Doomsday, Spider-Man: Brand New Day, or Season 2 of Daredevil: Born Again were disappointed. A trailer for Daredevil: Born Again seemed most likely, as the show premieres on Disney+ in March and Marvel has released TV trailers before for series like Moon Knight and The Falcon & The Winter Soldier. However, no trailer appeared, meaning we’ll have to wait a bit longer – and there’s a curious reason behind this decision.
Marvel Just Broke Their Super Bowl Trend
Okay, so it’s pretty surprising – it’s the first time since 2010 Marvel skipped the Super Bowl trailer slot! That’s why everyone was buzzing with rumors, thinking they’d secretly change their minds or were deliberately keeping things under wraps. Honestly, Marvel usually loves getting as many eyes on their trailers as possible, so it felt odd. And it’s worth remembering that the last four Avengers: Endgame trailers all leaked before they were officially released. For Marvel to suddenly prevent a leak? That just doesn’t seem like their style.
Just for context, here’s a list of Super Bowl trailers from 2020 onward, and none of them seem to match the scale or type of promotion we usually see for Spider-Man or Avengers films.
- 2020 – Black Widow (plus a sizzle reel for The Falcon And The Winter Soldier, WandaVision, and Loki)
- 2021 – The Falcon & The Winter Soldier
- 2022 – Doctor Strange in the Multiverse of Madness & Moon Knight
- 2023 – Ant-Man and the Wasp: Quantumania/Heineken & Guardians of the Galaxy Vol 3
- 2024 – Deadpool & Wolverine
- 2025 – Thunderbolts* & Captain America: Brave New World
Plus, Doomsday is the first Avengers film that won’t be advertised during the Super Bowl. That’s notable, but it’s also important to remember that Doomsday is quite different from the previous three Avengers movies in terms of how it’s being released.
Why Spider-Man: Brand New Day & Avengers: Doomsday Skipped The Super Bowl
When it comes to promoting movies and shows, budget, how much buzz a project already has, and timing are the main considerations. Super Bowl ad slots are incredibly expensive – around $10 million for just 30 seconds – and that price might not be worth it, especially when some recent releases, like Doomsday, have already released several short previews. This high cost is pushing studios to release shorter TV ads and direct viewers to longer trailers online to save money. Plus, films like Doomsday and Spider-Man: Brand New Day are already highly anticipated and probably don’t need a costly Super Bowl ad. Born Again Season 2 is a bit different – it could have benefited from more marketing – but those in charge of Marvel’s budget didn’t seem to agree.
Plus, timing is a factor: the new Spider-Man movie isn’t due for another six months. While some July Marvel releases (Captain America: The First Avenger, Black Widow, and Deadpool & Wolverine) were advertised during the Super Bowl, most weren’t. Several other July releases, like Ant-Man, Spider-Man: Homecoming, Ant-Man and the Wasp, Spider-Man: Far From Home, Thor: Love and Thunder, and The Fantastic Four: First Steps, all skipped the Super Bowl advertising. Despite being released in July, none of them were featured.
The next Avengers movie, Doomsday, isn’t coming out until December, which is much later than usual. Previous Avengers films were released in April or May and promoted at the Super Bowl. This makes the December release date – and spending a lot of money on marketing so early in February – seem like a strange decision.
It’s important to remember that Sony, not Marvel, handles Spider-Man’s marketing, and they generally don’t invest heavily in promotion. Therefore, the first trailer for Brand New Day will probably be released when the animated film Goat comes out in theaters on February 13th.
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2026-02-09 06:40