Disney has announced that it has sold out all commercial slots for its 2027 broadcast of Super Bowl LXI. This achievement marks a significant financial victory for the company, which faced potential setbacks just weeks earlier.
Chief Financial Officer Hugh Johnston shared the news of the completed ad sales for the NFL event during an investor call on Wednesday.
Disney reported it had secured agreements with “58 brands across 34 distinct categories, including financial services, candy, personal care, and software,” highlighting it as “one of the broadest advertiser and category mixes in Super Bowl history.” Notably, nine brands will be advertising during the Super Bowl for the first time.
This development represents a remarkable turnaround. Previously, advertisers and media buyers had criticized Disney for its steep pricing strategy, with the company seeking up to $10 million for a 30-second spot. Following feedback, Disney adjusted its pricing, offering 30-second slots for $8 million to $9 million, according to those familiar with the negotiations.
Disney also stirred some controversy with sponsors by attempting to reshape the Super Bowl advertising landscape. Unlike traditional networks like Fox, CBS, and NBC, which have long-term commitments with certain advertisers, Disney, entering the Super Bowl arena after two decades, had more flexibility. Established advertisers, often called “incumbents,” typically secure specific ad slots during the game, such as before halftime or in the first quarter.
Nevertheless, Disney achieved an early sell-out of its ad inventory. In comparison, NBCUniversal finalized its Super Bowl ad sales last year in September, while Fox, which aired Super Bowl LIX in 2025, nearly sold out by mid-August 2024.
Disney’s vision for the Super Bowl is ambitious. Its agreement with the NFL includes broadcasting the game on both ABC and ESPN, with a special “alterna-cast” featuring Peyton and Eli Manning on ESPN2. The event is scheduled for February 14, Valentine’s Day, followed by a federal holiday, President’s Day. “What an opportunity for us,” said Andy Tennant, an experienced ESPN producer appointed as vice president of Super Bowl production in January last year, in an interview with Variety in February. “We see the Super Bowl as an opportunity to bring everyone together, to celebrate the biggest single game on the planet.”
Disney likely found encouragement in NBC’s performance with Super Bowl LX. NBC’s top sales executive, Mark Marshall, disclosed that the network sold a few spots for over $10 million. NBC initially priced its 30-second ads at around $7 million, which generated high demand. As a result, by the end of the sales period, interest exceeded supply, driving prices to record levels. Most of NBC’s Super Bowl ad slots eventually sold for $7 million to $8 million, according to sources.
Super Bowl LXI is a central part of an extensive schedule of live events that Disney has been promoting to advertisers. Over eight weeks in early 2027, Disney’s TV and streaming platforms will also feature the College Football Playoffs, the Oscars, and the Grammys.
This lineup of major events proved appealing during the recent “upfront” market, Disney executives revealed on Wednesday. Johnston noted that ad commitments to Disney properties increased by a double-digit percentage over the previous year, with sports-related commitments rising by “low teens.”
Rita Ferro, Disney’s president of global advertising, stated that “our ability to deliver audiences at scale, across live events and streaming, all year long” helped attract ad spending from Madison Avenue during this market period. U.S. media companies use this time to sell the majority of their commercial inventory tied to their upcoming programming cycle.
