Disney sells out all Super Bowl LXI ad slots
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Disney has announced that it has sold out all commercial advertising inventory for its 2027 broadcast of Super Bowl LXI, marking a swift turnaround after earlier concerns that its ambitious pricing could deter buyers. Chief financial officer Hugh Johnston revealed the sell-out during an investor call, calling it one of the broadest advertiser and category mixes in Super Bowl history. The achievement is notable because it comes far earlier than rivals managed for previous Super Bowls and follows weeks of friction with advertisers over cost.
Disney signed deals with 58 brands across 34 categories, including financial services, candy, personal care and software, with nine of them first-time Super Bowl advertisers. The company had initially sought up to $10 million for a 30-second spot before easing prices to $8-9 million amid pushback, and it also tested whether it could shake up the traditional "incumbent" sponsor system given it is broadcasting its first Super Bowl in two decades. By contrast, NBC did not declare a sell-out for Super Bowl LX until September, while Fox neared sell-out in mid-August for Super Bowl LIX; Disney's game will air on ABC and ESPN on 14 February 2027, with an "alterna-cast" hosted by Peyton and Eli Manning on ESPN2.
- Disney sells out all Super Bowl LXI ad inventory well ahead of past broadcasters
- 58 brands, 34 categories, nine first-time advertisers secured
- Prices eased to $8-9 million per 30 seconds after early pushback
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Disney's coverage of the Super Bowl is a big deal because it is a first: the company has not broadcast the NFL's championship game in twenty years, and this will be its debut, airing on ABC and ESPN in February 2027. Advertising slots during the Super Bowl are the most sought-after in American television, watched by tens of millions of people, so how quickly and expensively a broadcaster sells them is closely watched as a barometer of both the advertising market and the broadcaster's own standing.
Disney had set an ambitious asking price of up to $10 million for a 30-second advert, higher than what rivals have typically charged, which initially unsettled some advertisers before the company adjusted its pricing. It was also trying something unusual by opening the door to new sponsors rather than relying solely on the small group of "incumbent" brands that have traditionally bought Super Bowl slots year after year.
The other broadcasters mentioned, NBC and Fox, are useful for comparison because they have carried recent Super Bowls and give a sense of the normal timeline for selling out advertising space, which is usually much closer to the game itself.
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Originally published by Variety as “Disney Says Commercials for Super Bowl LXI Have Sold Out”.