Overview
- Disney is asking $10 million for a 30‑second spot in its 2027 Super Bowl telecast and has also sought a separate $10 million in spending elsewhere in its portfolio, according to people familiar with the talks.
- Marketers have pushed back on the opening price and the bundled match‑spend, and Disney says many inquiries are still registrations rather than firm orders.
- Sales are trailing recent precedents as Fox and NBC typically locked 40% to 60% of Super Bowl inventory before the May upfronts, raising the risk that budgets get steered to other events.
- Negotiations are more complex because Disney is packaging the game with assets like Monday Night Football and MLB.TV, which can slow decision‑making for brands planning one‑off Super Bowl buys.
- The Feb. 14, 2027 game will air on ABC and ESPN with a Peyton and Eli Manning alternate feed on ESPN2, and sources note Disney lacks a veteran Super Bowl sales lead as NBC’s last game sold most units at $7–$8 million with only a handful topping $10 million.