Disney sells out all Super Bowl LXI ad inventory

The Walt Disney Company announced on Wednesday, August 5, 2026, that it has sold out all commercial advertising inventory for Super Bowl LXI, more than six months before the game is scheduled to air on February 14, 2027. The early sellout marks a significant financial and strategic victory for the media giant, which is broadcasting the NFL championship for the first time in two decades.

Chief Financial Officer Hugh Johnston disclosed the milestone during a quarterly earnings call with investors. The company reported securing 58 brands across 34 distinct categories, including financial services, candy, personal care, and software. Nine of the advertisers are first-time participants in the Super Bowl, contributing to what Disney calls one of the broadest advertiser mixes in the event's history.

The achievement follows a period of market uncertainty. According to industry reports, Disney initially sought as much as $10 million for a 30-second advertisement but later adjusted its pricing to a range of $8 million to $9 million per spot. The company's status as a new broadcaster in the recent Super Bowl rotation, free from certain long-term sponsor obligations held by other networks,...