Super Bowl Soap Opera: Disney Sells Some Commercials for $9 Million, But Still Faces Resistance From Large Ad Buyers (EXCLUSIVE)

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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• Super Bowl Soap Opera: Disney Sells Some Commercials for $9 Million, But Still Faces Resistance From Large Ad Buyers (EXCLUSIVE) 48 minutes ago
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Mickey Mouse may have to execute some tricky plays in a quest for Super Bowl cheddar.

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 appears to more willing to negotiate, according to five people familiar with current discussions, and seems to be backing off some of its prior demands. Disney has sold more than 10 30-second ad slots for around $9 million each, three of these people said, and is entertaining counteroffers against the “match” that it previously sought.

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