{"id":427613,"date":"2026-08-08T21:08:32","date_gmt":"2026-08-08T21:08:32","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/427613\/"},"modified":"2026-08-08T21:08:32","modified_gmt":"2026-08-08T21:08:32","slug":"disney-sells-out-super-bowl-ad-inventory","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/427613\/","title":{"rendered":"Disney Sells Out Super-Bowl Ad Inventory"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><a href=\"https:\/\/deadline.com\/tag\/disney\/\" id=\"auto-tag_disney\" data-tag=\"disney\" rel=\"nofollow noopener\" target=\"_blank\">Disney<\/a> has sold out ad inventory for next February\u2019s <a href=\"https:\/\/deadline.com\/tag\/super-bowl\/\" id=\"auto-tag_super-bowl\" data-tag=\"super-bowl\" rel=\"nofollow noopener\" target=\"_blank\">Super Bowl<\/a> and also wrapped up 2026-27 upfront sales.<\/p>\n<p class=\"wp-block-paragraph\">The news was announced by Chief Financial Officer <a href=\"https:\/\/deadline.com\/tag\/hugh-johnston\/\" id=\"auto-tag_hugh-johnston\" data-tag=\"hugh-johnston\" rel=\"nofollow noopener\" target=\"_blank\">Hugh Johnston<\/a> during the company\u2019s fiscal third-quarter <a href=\"https:\/\/deadline.com\/tag\/earnings\/\" id=\"auto-tag_earnings\" data-tag=\"earnings\" rel=\"nofollow noopener\" target=\"_blank\">earnings<\/a> call on Wednesday.<\/p>\n<p class=\"wp-block-paragraph\">The Super Bowl, which will be played at SoFi Stadium in Inglewood, CA, has been a promotional area for Disney for several months. The game will be the first ever to air on <a href=\"https:\/\/deadline.com\/tag\/espn\/\" id=\"auto-tag_espn\" data-tag=\"espn\" rel=\"nofollow noopener\" target=\"_blank\">ESPN<\/a>, in a simulcast with ABC. The company is in the midst of a year-long runup to the game, with the marketing blitz to culminate with an \u201cESPN Beach\u201d activation on the Santa Monica pier in February.<\/p>\n<p class=\"wp-block-paragraph\">Drawn by recent momentum for live sports and the ongoing ratings clout of the NFL, 58 brands in 34 different categories have bought time, with nine first-time advertisers. Super Bowl LXI is slated for February 14, which is not only Valentine\u2019s Day but next year is followed by the federal Presidents Day holiday.<\/p>\n<p class=\"wp-block-paragraph\">Johnston did not offer any guidance of pricing, though reports have said spots commanded $8 million to $9 million for 30 seconds.<\/p>\n<p class=\"wp-block-paragraph\">RELATED: <a href=\"https:\/\/deadline.com\/2026\/08\/spider-man-brand-new-day-avengers-doomsday-disney-1237018377\/\" rel=\"nofollow noopener\" target=\"_blank\">\u2018Spider-Man: Brand New Day\u2019 Triumph \u201cBodes Well\u201d For \u2018Avengers: Doomsday\u2019, Disney CEO Josh D\u2019Amaro Says<\/a><\/p>\n<p class=\"wp-block-paragraph\">The Super Bowl crowned the company\u2019s 2026\u20132027 upfront process, with execs citing total volume commitments up double digits\u00a0versus last year.<\/p>\n<p class=\"wp-block-paragraph\">While execs are \u201cpleased\u201d with the results of the upfront and is seeing \u201chealthy\u201d returns in sports, Johnston said, the streaming marketplace is a bit more challenging. \u201cThe growth of supply in the marketplace,\u201d he said, is \u201ccreating some pricing pressure for us and for others, which you saw in our SVOD ad sales growth rate this quarter.\u201d<\/p>\n<p class=\"wp-block-paragraph\">In global territories, especially EMEA, the exec added, \u201cwe\u2019re seeing real demand for Disney+ as we expand our ad tier and we optimize the sell-through in our growth markets.\u201d <\/p>\n<p class=\"wp-block-paragraph\">Category-wise, he added, \u201cas is typically the case, it\u2019s a bit of a mix. We\u2019re seeing good momentum in healthcare and financial services and in political categories, while telecom and restaurants and CPG are displaying some softness, as you would expect with the consumer environment these days.\u201d<\/p>\n<p class=\"wp-block-paragraph\">In a statement, Disney ad chief\u00a0Rita Ferro highlighted \u201ccan\u2019t-miss moments\u201d on the schedule beyond live sports, including the Oscars, the Grammys, the CMA Awards and New Year\u2019s Rockin\u2019 Eve.<\/p>\n","protected":false},"excerpt":{"rendered":"Disney has sold out ad inventory for next February\u2019s Super Bowl and also wrapped up 2026-27 upfront sales.&hellip;\n","protected":false},"author":2,"featured_media":427614,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[3034,163,165,164,3588,3950,750,39203,11730,80808],"class_list":["post-427613","post","type-post","status-publish","format-standard","has-post-thumbnail","category-anaheim","tag-advertising","tag-anaheim","tag-anaheim-headlines","tag-anaheim-news","tag-disney","tag-earnings","tag-espn","tag-hugh-johnston","tag-super-bowl","tag-super-bowl-ads"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/427613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/comments?post=427613"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/427613\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media\/427614"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media?parent=427613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/categories?post=427613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/tags?post=427613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}