Disney seeks for $10M per 30-second Super Bowl ad, Variety reports

Disney (DIS), which is hosting its first Super Bowl in 20 years next February, has told advertisers it thinks they should pay $10M for a 30-second commercial during the game’s 2027 telecast, Variety’s Brian Steinberg reports, citing four people with knowledge of recent negotiations. The high price tag has some marketers hesitant to buy the add time, as in recent years Super Bowl broadcasters from other networks have managed to sell 40%-60% of their Super Bowl ad schedule well before the industry’s annual “upfront” sales season starts in May, but Disney’s latest sales effort has not made comparable progress, the author says.