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Disney was asking $10 million for a 30-second spot on the big game, and also wanted a $10 million “match” for other inventory connected to the broadcast. This proved to be a bit too rich for ad buyers’ blood, and Disney apparently figured better a portion of something than all of nothing, as Disney soon proved willing to negotiate.
Reports note that Disney has sold over 10 30-second spots for around $9 million each, and is willing to talk about the whole “match” thing as well. Basically, as one ad buyer put it, “Nobody was really jumping at that $10 million ask, or the ‘match.’ That was unrealistic.” Certainly, the product is valuable; most Super Bowl broadcasters have sold around half—between 40% and 60% of their ad schedule—ahead of upfronts. But there is only so far Disney can go, and it may have found that ceiling.
Leaning on the Muppets
Meanwhile, Disney is also putting a lot of faith in the Muppets. And not without reason, as the Muppets have reliably put on top-notch shows for decades. But the Muppets will have two new attractions at Disney’s Hollywood Studios, one for food, and one for a ride. First, there will be “FØØD by Swedish Chef,” which may not have the same explosive thrills of the original, but will feature such unusual fare as the Mayhem Soft-Serve Float, a Frozen Fanta Blue Raspberry and vanilla soft-serve float topped with cotton candy.
