Disney held its 2026 Upfront on Tuesday. The stars were out to pitch advertisers on all of the offerings the company has in store.
What We Know: Disney pulled out all the stops at its 2026 Upfront. Appearances by the likes of Anne Hathaway, Olivia Rodrigo, Brie Larson, Olivia Colman, William H. Macy, Ewan McGregor, and Lindsay Lohan dotted the upfront. But between the entertainment, sports, and news opportunities during the next year, Disney executives called it the “biggest year ever.”
What They Said: “In 2027, we’ll deliver one of the most premium stretches of live events in the industry kicking off in January: The College Football Playoff Championship, the Grammys, the Super Bowl, and culminating in the Oscars in March. Together, they create an unparalleled runway for brands to reach audiences at scale across both sports and entertainment, on broadcast and streaming. And because Disney’s ecosystem is so interconnected, we can help advertisers build momentum before, during, and long after each event.” -Disney President of Global Advertising Rita Ferro
What Remains Unclear: Just how much advertising revenue can be expected from these major events. Early reports suggested that Disney is charging $10 million per 30-second Super Bowl commercial. Obviously, it won’t get the same rates for the Oscars, Grammys, and CFP National Championship. But large dollars are still on the table.
What It Means: The advertising opportunities in that stretch are virtually endless. Just this past week, we’ve seen how important having a Super Bowl can be to the bottom line. FOX Corp. reported a nearly 25% decline in advertising revenue during the first quarter. It attributed much of that drop to having the Super Bowl in the same period in 2025. With the CFP, Grammys, and Oscars, expect the first quarter of 2027 to be a major win for Disney.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
