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Disney's Super Bowl Ad Sales Lagging on High Price
16 Apr
Summary
- Disney seeks $10 million for 30-second Super Bowl ads.
- Advertisers hesitate due to high price, slowing sales.
- Super Bowl LXI is scheduled for February 14, 2027.
Disney is encountering significant hurdles in selling advertising inventory for its upcoming 2027 Super Bowl LXI broadcast. The company is reportedly seeking $10 million for each 30-second ad slot, a price tag that is causing potential advertisers to pause negotiations. This high initial asking price has led to slower sales progress compared to previous Super Bowl broadcasters.
Discussions often involve broader packages across Disney's media portfolio, including sports like "Monday Night Football." While Super Bowl ad prices have risen considerably since 2016, when spots sold for around $5 million, advertisers are now questioning the escalating costs.
The Super Bowl LXI telecast is slated for February 14, 2027, with the following Monday being a federal holiday. Disney's ambitious plans include broadcasting the game on both ABC and ESPN, with a special alternate telecast on ESPN2.
Despite past willingness of advertisers to pay premium prices for the Super Bowl's massive viewership, Disney's current sales effort appears to be struggling to convert interest into confirmed orders. The lack of a dedicated Super Bowl sales expert within Disney may also be a factor, given the game's last broadcast by ABC commanded a much lower price of $2.5 million.
