Overview
- Disney has sold more than ten 30‑second Super Bowl slots at about $9 million each while taking counteroffers on its extra $10 million “match” ask.
- The opening pitch of $10 million per ad plus a $10 million matched spend met buyer resistance and slowed pre‑upfront sales compared with recent norms.
- Deals so far skew toward independents and newer advertisers rather than big agency clients, signaling caution from traditional Super Bowl buyers.
- Disney is packaging the game with its wider football slate to capture more spend, and sponsors tied to RedZone and Monday Night Football have renewed.
- Recent precedent from NBC and Fox saw most ads sell for $7–8 million with only a few above $10 million, shaping current buyer expectations.