Pizza Hut Ends a Super Bowl Tradition: No More Pre-Game Ads After Decade-Long Run

Pizza Hut is pulling out of a prime advertising real estate it has occupied for years: the Super Bowl pre-game show. The Yum Brands chain, a fixture in the hours leading up to the big game, will not run commercials during NBC's pre-game programming for Super Bowl LX, according to sources familiar with the matter. The game, featuring the Seattle Seahawks versus the New England Patriots, will be broadcast on February 8.

This marks the end of an era. Data from ad tracker iSpot shows Pizza Hut has been a pre-game mainstay for at least a decade, with its involvement dating back even further. Who could forget the 2006 spot featuring Jessica Simpson and Miss Piggy in a wardrobe clash? The chain aired 12 pre-game ads on CBS in 2016 and as many as 20 on Fox in 2020, though its presence had already begun to taper in recent years.

The financial calculus is clear. While early pre-game slots can cost between $100,000 and $200,000 for thirty seconds, ads airing closer to kickoff command premiums—NBC is reportedly seeking up to $5 million for the moments just before the game begins. For Pizza Hut, this substantial investment no longer seems to align with its revised strategy.

The decision appears linked to broader corporate shifts. In November, Yum Brands announced a strategic review of Pizza Hut's operations, with CEO Chris Turner hinting that the brand's full value might be realized "outside" the current corporate structure. Despite the ad pullback, Pizza Hut will maintain a physical presence on game day, partnering with Barstool Sports at Levi's Stadium in Santa Clara, California.

Industry analysts see the move as symptomatic of larger trends. "The pizza category itself is under pressure," notes Kevin Schimpf, senior director at foodservice consultancy Technomic. "Consumer spending is shifting away from legacy categories like pizza and sandwiches toward chicken, Mexican, and other cuisines." Technomic data reveals that while the overall pizza market has grown to an estimated $33.5 billion, Pizza Hut's slice has shrunk from 19.4% in 2019 to 15.4% in 2025, even as rival Domino's has gained ground.

Pizza Hut isn't abandoning sports marketing altogether. The chain recently launched a campaign with Tom Brady promoting a $10 'Big New Yorker' deal, aiming to associate the brand with major sporting events. Furthermore, sources indicate the company is pivoting toward other properties like the NCAA March Madness basketball tournament, for which Paramount Skydance and Warner Bros. Discovery hold rights.

For viewers, the change will be noticeable. One insider confirmed that no other pizza advertiser has stepped in to fill the void left by Pizza Hut in the pre-game lineup, leaving a rare gap in the usual barrage of food commercials.

Fan Reactions: A Slice of Public Opinion

Michael R., Sports Marketing Analyst (New York): "This is a pragmatic, data-driven decision. The pre-game audience is fragmented, and the CPM is astronomical. Redirecting that budget to targeted digital campaigns and partnerships like March Madness, which has a prolonged engagement window, is a smarter play."

Lisa T., Longtime Fan (Chicago): "It won't feel like Super Bowl Sunday without that cheesy Pizza Hut ad right before kickoff. It was a tradition! I guess it's a sign of the times—everything changes. Maybe they'll have a killer social media campaign instead."

David K., Industry Blogger (Austin): "This isn't just an ad buy shift; it's a surrender. Pulling out of the Super Bowl, the biggest cultural stage in America, signals a brand in retreat. They're losing market share and now they're hiding. The Tom Brady campaign feels like a desperate Hail Mary pass."

Sarah J., Small Business Owner (Denver): "As a business owner, I get it. You have to scrutinize every dollar. If those ads weren't driving enough orders, why keep throwing money at it? They're being fiscally responsible, even if it's sad for us nostalgia junkies."