Disney Announces Full Sell-out of Super Bowl LXI Advertising Slots

During an investor call, Disney CFO Hugh Johnston announced that all commercial inventory tied to the 2027 Super Bowl broadcast has been sold, marking a turnaround from recent pricing concerns. The company locked in deals with 58 brands across 34 distinct categories, noting a historically broad mix of advertisers and nine newcomers to the game. Initial demands of up to $10 million for a 30-second spot were reduced to $8 million-$9 million after pushback from media buyers.

Disney’s rights agreement will see the game aired on both several outlets, with an alternate commentary feed on ESPN2 featuring Peyton and Eli Manning. The sell-out follows strong performance by one outlet’s recent Super Bowl ad sales and aligns with Disney’s strategy to bundle the game with other marquee live events like the College Football Playoffs, the Oscars and the Grammys later in 2027.