Disney has officially said its Super Bowl LXI advertising inventory is sold out, but it has not disclosed what any advertiser paid. A later report says Disney is currently seeking $10 million to $12 million for a 30-second spot, based on information from two unnamed media buyers. That is a reported asking range—not a confirmed sale price.
What does a 30-second Super Bowl ad cost?
The latest reported figure is an asking range of $10 million to $12 million for a 30-second Super Bowl LXI commercial. Yahoo Finance reported the range on October 5, 2026, attributing it to two media buyers familiar with talks. Disney has not publicly confirmed those terms or said that an advertiser paid either amount.
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In April, Variety reported that Disney was initially seeking $10 million for a 30-second spot, citing people familiar with negotiations. These reports describe asking prices during negotiations, not a published rate card or verified completed transactions. The sources do not establish an independently audited or regulator-published price dataset.
How can Disney be seeking more ads if the inventory is sold out?
Disney Advertising announced on August 5, 2026 that its Super Bowl LXI inventory was sold out. The company said it had commitments from 58 brands across 34 categories, including nine first-time Super Bowl advertisers. Those figures and the sellout announcement are Disney’s own statements, published in its official announcement.
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The October report says Disney may be discussing inventory returned by an existing advertiser and a proposed commitment that would also include other Disney media. These details come from unnamed media buyers, not a public Disney confirmation. They offer a possible explanation for later discussions after the sellout announcement, but do not establish that Disney reopened its full inventory or that any returned spot was resold.
Packages and additional placements are not unusual in Super Bowl ad sales. Variety’s April report noted that broadcasters can bundle Super Bowl spots with other portfolio advertising and sell additional inventory, such as overtime-only breaks or pregame and on-air tie-ins. That background helps explain how negotiations can continue around specific placements or packages without contradicting a sellout announcement; it does not verify the terms of the current talks.
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Did Disney actually sell a commercial for $12 million?
There is no public confirmation in the cited reporting that Disney completed a $12 million sale. The distinction is important: the October figure is a reported current ask, while the August sellout announcement did not include a price. The Los Angeles Times reported that Disney CFO Hugh Johnston announced the sellout on an earnings call and that the company did not disclose commercial prices.
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When and where is Super Bowl LXI?
Super Bowl LXI is scheduled for February 14, 2027, at SoFi Stadium. The Los Angeles Times reports that the game is planned for a joint ABC and ESPN telecast, with an alternate ESPN feed and streaming on ESPN and NFL+ apps. Disney has also framed the event as ESPN’s first Super Bowl and is promoting it with a year-long campaign. ESPN executive Tina Thornton described “We’re Going” as the start of that campaign in Disney’s February 9, 2026 announcement.
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