Disney has started to move Super Bowl commercial time in earnest, but only after a round of squawking that would have impressed Donald Duck.
After pressing advertisers to pony up $10 million for a 30-second spot as well as a $10 million “match” for other inventory tied to its 2027 broadcast of Super Bowl LXI, Disney has sold a significant chunk in deals that value half a minute in the Big Game at around $8 million, according to two people familiar with recent negotiations. Disney’s decision to agree to a lower price comes after intense pushback from advertisers and their representatives, according to three media buyers familiar with the matter, and suggests Madison Avenue will only pay so much for sports properties, no matter how popular they have become in the streaming era.
“We have seen strong early demand from emerging categories driving double digit units at $9 million each in addition to spending across Disney’s football portfolio,” Disney said in a statement. “Advertisers are leaning in early, recognizing the unmatched scale and cultural impact of the game with investment coming from seven major categories, led by A.I., finance, and pharma.”
Disney tried to set a floor at $9 million, according to media buyers, but those who bought more than 10 units at that price were largely “independents,” or advertisers new to the Super Bowl who do not enjoy a longer-term relationship with Disney or are represented by one of the U.S. advertising industry’s major media-buying agencies.
