Disney Moves Some Super Bowl Commercials at $8 Million Amid Advertiser Squabbles (EXCLUSIVE)
Disney has begun selling Super Bowl commercial slots at a reduced price of $8 million after initial demands of $10 million faced significant pushback from advertisers. The company is adapting to the changing landscape of sports advertising, recognizing that demand may not meet their original pricing expectations. Disney's ambitious plans for the Super Bowl include broadcasts on both ABC and ESPN, alongside potential alternative telecasts.
- ▪Disney initially sought $10 million for a 30-second Super Bowl ad but has settled for $8 million due to advertiser resistance.
- ▪The company has seen strong early demand from various sectors, including A.I., finance, and pharmaceuticals.
- ▪Disney's Super Bowl broadcast will be on February 14, coinciding with Valentine's Day, with additional plans for alternative telecasts.
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| Original publisher | Variety |
| Canonical URL | https://variety.com/2026/tv/news/disney-super-bowl-commercials-8-million-advertising-1236765500/ |
| Publication time | Wed, 03 Jun 2026 16:50:00 +0000 |
| Retrieval time | 2026-06-03T16:52:50.488Z |
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Home TV News Jun 3, 2026 9:50am PT Disney Moves Some Super Bowl Commercials at $8 Million Amid Advertiser Squabbles (EXCLUSIVE) By Brian Steinberg Plus Icon Brian Steinberg Senior TV Editor bristei Latest TV Networks Hope Sports Catch Upfront Ad Dollars as Madison Avenue Cuts Budgets (EXCLUSIVE) 11 minutes ago Will Lesley Stahl, Bill Whitaker Exit ‘60 Minutes’ After Scott Pelley’s Firing? Everyone at CBS Wants to Know 2 hours ago Scott Pelley Fires Back After ‘60 Minutes’ Ouster: ‘The Collapse of Values at the Top Has Become Untenable’ 12 hours ago See All Cheyne Gateley/Variety Disney has started to move Super Bowl commercial time in earnest, but only after a round of squawking that would have impressed Donald Duck.
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