Disney Sells Out Super Bowl LXI Ad Inventory

The Walt Disney Company announced on Wednesday that it has sold out all commercial inventory for Super Bowl LXI, scheduled to air on ABC and ESPN on February 14, 2027. The inventory was purchased by 58 brands across 34 categories, including nine first-time advertisers. To finalize the sales, the company reportedly lowered its initial 30-second spot requests of $10 million to a range between $8 million and $9 million.

CEO Josh D'Amaro stated that the company is exploring a free, ad-supported streaming tier. He indicated that targeting price-sensitive consumers to drive Disney+ subscriber growth is a strategic priority.

Chief Financial Officer Hugh Johnston reported a double-digit increase in total volume commitments from recent upfront negotiations. Despite the Super Bowl success, Johnston forecasted some advertising softness in the domestic streaming business for the fourth quarter, noting that while the sports market remains healthy, streaming has become more competitive due to increased supply.