Disney Lowers Super Bowl Commercial Prices to $8 Million After Advertiser Pushback
By
Brian Steinberg
Master baker tier. Every paragraph earns its place on the tray.
Summary
Disney has begun selling Super Bowl commercial slots for the 2027 broadcast (Super Bowl LXI) at around $8 million per 30-second spot, after initially demanding $10 million plus a $10 million "match" for additional inventory. The price reduction came after significant pushback from advertisers and their representatives, who balked at Disney's aggressive pricing strategy. Despite the lower price point, Disney has managed to sell a significant portion of its inventory.
Key quotes
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Disney's decision to agree to a lower price comes after intense pushback from advertisers and their representatives
Disney has started to move Super Bowl commercial time in earnest, but only after a round of squawking that would have impressed Donald Duck
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