The Walt Disney Company is pushing the market with a bold Super Bowl sales strategy. But advertisers aren’t buying in—yet. The company is reportedly seeking $10 million for a 30-second spot in Super Bowl LXI, according to Variety.
That price has created hesitation from advertisers. Four sources familiar with negotiations tell Variety deals have lagged early expectations. Recent Super Bowl sellers like FOX and NBCUniversal moved 40% to 60% of inventory before upfronts.
Disney has not matched that pace.
“The original ask was $10 million,” said one source to Variety. “There is a big delta from where they started to where advertisers want to be.”
Disney reportedly also wants advertisers to match that spend across its broader portfolio. That includes assets tied to Monday Night Football and MLB.TV. Those bundled deals add complexity to negotiations. A source close to Disney told Variety the company is in “active conversations” and added there are “more requests than inventory to sell.”
The challenge is converting interest into signed deals.
Pricing pressure is real. Super Bowl ads cost roughly $5 million in 2016. Prices have climbed steadily since then. Still, networks typically open negotiations closer to $7 million. That approach worked for NBC this year. Demand surged late, pushing select units past $10 million. Most inventory sold between $7 million and $8 million.
Disney’s broadcast will air on ABC and ESPN. An alternate telecast featuring Peyton Manning and Eli Manning will stream on ESPN2. The game lands on Valentine’s Day, with Presidents Day following.
Disney is banking on scale. Its early 2027 slate includes the College Football Playoff, Oscars, and Grammys. Still, buyers remain cautious. At $10 million, advertisers aren’t convinced—at least not yet.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
