Disney has sold some Super Bowl LXI commercial spots for about $8 million amid pushback from advertisers.

Disney first tried to set a price of $10 million, then $9 million. Though they have sold some spots at these values, advertisers and marketers resisted. People familiar with recent negotiations told Variety that the company has now sold a “significant chunk” of 30-second spots for about $8 million each.

Disney and ESPN reached a deal with the NFL last summer, and their first Super Bowl since 2026 will air on February 14, 2027 — the culmination of a year of programming.

According to media buyers, the advertisers who bought $9 million units were largely “independents” new to the Super Bowl who don’t have long-term relationships with Disney.

Returning Super Bowl advertisers usually enjoy first pick of the next year’s spots. Disney reportedly didn’t want to offer this perk, leading to “a bit of disarray,” according to one media buyer.

Still, a source told Variety that Disney has sold 50% of their game-time inventory already.

“We have seen strong early demand from emerging categories driving double-digit units at $9 million each in addition to spending across Disney’s football portfolio,” Disney said in a statement. “Advertisers are leaning in early, recognizing the unmatched scale and cultural impact of the game with investment coming from seven major categories, led by A.I., finance, and pharma.”

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