Apr 16, 2026 2:54pm PT

Disney Seeks $10 Million for Super Bowl Commercials, But Advertisers Push Back (EXCLUSIVE)

Brian Steinberg

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Brian Steinberg

Senior TV Editor

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Disney‘s run to its first Super Bowl touchdown in 20 years is in danger of being stymied by some serious defense.

The company has told advertisers it believes they should pay $10 million for a 30-second ad in the company’s 2027 telecast of Super Bowl LXI, according to four people with knowledge of recent negotiations, but the high price tag has some marketers sitting on the sidelines. In recent years, Super Bowl broadcasters like Fox and NBC have managed to sell 40% to 60% of their Big Game ad schedule sometime before the industry’s annual “upfront” sales season kicks off in May, but Disney’s Super Bowl sales effort has not made similar progress, these people say.