Overview
- Disney disclosed Wednesday that it sold every ad slot for Super Bowl LXI, booking 58 brands across 34 categories and welcoming nine first-time Super Bowl advertisers.
- The company initially sought as much as $10 million for a 30-second spot but scaled offers after buyer pushback, with many units reported to have sold in the roughly $8 million to $9 million range.
- The telecast will run across ABC and ESPN linear channels plus an alterna-cast on ESPN2, ESPN Deportes and Disney’s streaming service, and advertisers will be supported by on-site activations such as the planned ESPN Beach at Santa Monica Pier.
- Disney made the game the centerpiece of its 2026–27 upfront and reported total volume commitments up double digits and sports ad commitments rising in the low teens.
- The sellout arrived earlier in the calendar than recent NBC and Fox closings and could help Disney capture premium live-event ad dollars even as broader streaming ad markets face pricing pressure.