Disney's 2027 Super Bowl Plan Includes a $10M Ad Ask
Disney is planning for its Super Bowl LXI broadcast in 2027, which will be telecast on ABC and ESPN, with a separate "alterna-cast" on ESPN2 led by Peyton and Eli Manning. According to sources, Disney is seeking $10 million for a 30-second ad and is looking for advertisers to commit to matching their Super Bowl spending elsewhere in its media portfolio. This asking price is reportedly meeting resistance.
Key Takeaways
- The initial asking price for a 30-second Super Bowl LXI ad is $10 million, a level reportedly meeting advertiser resistance.
- The broadcast plan includes a main telecast on ABC/ESPN and a separate Peyton and Eli Manning-led "alterna-cast" on ESPN2.
- Disney is requiring advertisers to commit to matching their Super Bowl ad spend on other platforms within its media portfolio.
- The event will be Disney's first Super Bowl broadcast since ABC held the rights for Super Bowl XL in 2006.
Why It Matters
Disney's strategy for its first Super Bowl in two decades is to test the ceiling of broadcast ad pricing while mandating cross-portfolio commitments. The early reported resistance to the $10M price shows the market's initial reaction three years out. This bundling approach attempts to force advertisers into wider partnerships, contrasting with single-event buys from other broadcasters. What to watch: How much of the Super Bowl inventory Disney sells before the May 2026 upfronts, as broadcasters typically sell over 40% of their inventory before the upfront season preceding the game.
Read full article at msn.com
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