Drug companies continue to aggressively market during the Super Bowl despite the FDA issuing dozens of warning letters and non-official letters to drug brands in 2025 regarding drug advertising to consumers.[1] Novartis has become the first pharmaceutical brand to secure a spot in the 2026 Super Bowl and is partnering with the Fallon Agency for a new campaign.[1] The company returns with a follow-up to its successful 2025 "Your Attention Please" campaign, which focused on breast cancer awareness among women age 40 and younger.[1] Novartis has become the NFL's first corporate pharmaceutical partner, and its new ad will focus on men's health, specifically prostate cancer screening, under the platform "Relax, It's a Blood Test".[2] Industry sources suggest that the FDA sanctions are unlikely to slow Super Bowl attendance, but instead expect more uncategorized awareness campaigns, cause-focused campaigns and broad culturally relevant storytelling.[1]