Disney Has Already 'Backed Off' Super Bowl 61 Commercials Demand

Even though Super Bowl LXI is exactly nine months away, Disney has already softened its asking price for advertisers.

According to Brian Steinberg of Variety, Disney is "backing off" its earlier demands for Super Bowl ads. The company apparently wanted $10 million for 30-second commercials. That was considered an "unrealistic" price point.

"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," Steinberg wrote. "... Disney's progress down the field toward Super Bowl sell-out has been slower than recent norms, and its aggressive pricing has raised eyebrows across the industry."

Of course, there's still plenty of time for Disney to sell its remaining ad space. It just might not net them as much money as they hoped for.

Lofty expectations for Super Bowl LXI.

While at Disney Upfront earlier this month, ESPN's Laura Rutledge said the network expects Super Bowl LXI to be the most-watched Super Bowl ever.

Joe Buck, meanwhile, has referred to Feb. 14, 2027 as the "biggest day in ESPN history."

"I can't wait to do it next year. We're doing it next year at ABC/ESPN…it's going to be the biggest day in ESPN history, I think, with what's on the line," Buck said, via Awful Announcing. "To get back into that rotation for Troy and me. There's no day like it. And in broadcasting, to talk into a microphone and know there's that many people on the other end – 94 percent of which are not listening to one word you're saying, they want to watch the commercials and see if their bet worked – but it's really cool."

We can't to see how ABC handles next year's Super Bowl.

Copyright The Arena Group, Inc. All Rights Reserved

This story was originally published May 14, 2026 at 11:13 AM.