Disney seeks up to $12m for sold-out 2027 Super Bowl slots

Disney is seeking $10 million to $12 million for a 30-second spot in its 2027 Super Bowl telecast, plus matching spend elsewhere, Variety reported 5 October 2026. Disney had declared ad slots sold out in July, Variety said. It is building a backup waitlist if sponsors seek relief, having not won NFL permission to add slots.