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Disney Adjusts Super Bowl Commercial Pricing
Originally published Jun 3, 2026
By Brian Steinberg · Variety
AI-generated summary based on Variety · Aggregated by Filmarian · Human-reviewed and approved on Jun 3, 2026
Key points
- Disney initially demanded $10 million for 30-second Super Bowl commercials and a $10 million match for 2027 inventory.
- Advertisers reportedly resisted the high price, prompting Disney to lower the rate to $8 million per spot.
- The shift reflects ongoing negotiations between Disney and advertisers over ad pricing for the 2027 Super Bowl broadcast.
Disney has begun shifting Super Bowl commercial slots amid negotiations with advertisers. Initially seeking $10 million for 30-second ads and a $10 million match for inventory tied to its 2027 Super Bowl broadcast, Disney has now adjusted its approach. The company is reportedly selling a significant portion of its inventory at a lower price point of $8 million per spot. The change comes after pushback from advertisers who found the initial pricing too high.
Read the original story: Variety