Disney Seeks $10M Per 30 Seconds During Super Bow LXI

The Walt Disney Company is seeking a record $10 million for a 30-second commercial during its 2027 Super Bowl LXI broadcast on ABC and ESPN, but advertisers are pushing back and many are holding off on commitments.

According to people familiar with the negotiations, Disney’s aggressive opening ask — significantly higher than recent Super Bowl rates — has left some marketers on the sidelines. The company is also requesting an additional $10 million commitment to be spent across its broader media portfolio, including other sports properties like Monday Night Football.

This marks Disney’s first Super Bowl broadcast in 20 years. The game, scheduled for February 14, 2027, in Los Angeles, will air on both ABC and ESPN, with a Manning brothers alternate-cast on ESPN2.

Super Bowl ad prices have climbed steadily in recent years. While some spots for last year’s game sold above $10 million late in the cycle when inventory was scarce, the bulk typically went for $7 million to $8 million. Disney’s early $10 million ask represents a bold push to capitalize on its return to the biggest stage in television.

Industry observers note that previous broadcasters like NBC and Fox had sold 40-60% of their Super Bowl inventory by this point ahead of the May upfronts. Disney has not made similar progress so far.

Advertisers have expressed hesitation, with one telling Variety there is “a big delta” between Disney’s starting price and what buyers are willing to pay. Some brands are considering redirecting Super Bowl budgets to other Disney properties or competing platforms if the value doesn’t align.

The high-stakes negotiations come as Disney aims to maximize revenue from its high-profile NFL rights deal, which includes extensive cross-promotion opportunities across its entertainment empire. Final prices are expected to evolve closer to the game as inventory tightens.