New Record: Super Bowl LXI Commercials Already Sold Out And It’s Only August

Disney has already sold retired of commercialized clip for the 2027 Super Bowl, which will aerial connected ABC and ESPN.

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The NFL play has not moreover started, but Disney has already sold retired of Super Bowl commercials for the 2027 game. During an net telephone pinch investors connected Wednesday, Disney Chief Financial Officer Hugh Johnston made the announcement, which came arsenic a astonishment to some. This is believed to beryllium the earliest a web has sold retired of Super Bowl advertisement inventory.

Disney properties ABC and ESPN person the authorities to Super Bowl LXI, which will beryllium played connected February 14, 2027, astatine SoFi Stadium successful Inglewood, California.

The crippled is annually the most-watched show connected tv by a agelong shot—it often much than doubles the second-highest-rated program, usually either the NFC aliases AFC championship. In an property of fractured viewership, pinch viewers’ attraction divided betwixt screens, the Super Bowl is the uncommon arena that tin tie a wide audience, which makes it desirable to advertisers.

But arsenic precocious arsenic a fewer weeks ago, manufacture buzz had been that Disney was being excessively fierce pinch its pricing, asking up to $10 cardinal for a 30-second spot. That was a grounds price, astir double what advertisers paid successful 2016 to get successful the crippled and a mates cardinal much than the asking value for past year’s game.

Indications are that Disney dropped its asking value aft the early posturing, which whitethorn person been its strategy each along. After all, $8 cardinal sounds overmuch much reasonable than $10 million, and that whitethorn person begun moving the needle connected the Super Bowl ads.

Nine New Super Bowl Advertisers

There will beryllium months to estimate complete the Super Bowl commercials, which person almost arsenic overmuch scrutiny has the crippled itself. But Disney did merchandise immoderate accusation astir them.

There are nine caller advertisers, coming a twelvemonth aft AI companies had a notable breakout beingness successful the game. Disney said that 58 brands person signed up truthful far, which correspond 34 “distinct categories.” Those see financial services, ever a celebrated Super Bowl area, arsenic good arsenic individual care, candy and software.

Disney proclaimed this “the broadest advertiser and class mixes successful Super Bowl history,” but again clip will tell—there are usually immoderate last-minute advertisers who compression into the game, and occasionally a fewer who driblet retired based connected the system aliases business developments.

Disney Returns To The Super Bowl For First Time Since 2006

It has been almost 20 years since Disney carried the Super Bowl acknowledgment to NFL authorities deals signed by CBS, NBC and Fox that rotated the crippled done their networks. NBC, past year’s Super Bowl carrier, announced its sellout successful September 2025, putting Disney a coagulated fewer weeks up of that schedule.

The conglomerate’s sum will see an “alterna-cast” connected ESPN2 wherever Peyton and Eli Manning, who big a akin Manningcast during Monday Night Football.