Disney Moves Some Super Bowl Commercials at $8 Million Amid Advertiser Squabbles (EXCLUSIVE)

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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Disney has started to move Super Bowl commercial time in earnest, but only after a round of squawking that would have impressed Donald Duck.

After pressing advertisers to pony up $10 million for a 30-second spot as well as a $10 million “match” for other inventory tied to its 2027 broadcast of Super Bowl LXI, Disney has sold a significant chunk in deals that value half a minute in the Big Game at around $8 million, according to two people familiar with recent negotiations. Disney’s decision to agree to a lower price comes after intense pushback from advertisers and their representatives, according to three media buyers familiar with the matter, and suggests Madison Avenue will only pay so much for sports properties, no matter how popular they have become in the streaming era.

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