Disney Sets Massive $10M Price for Super Bowl LXI Ads on ESPN

Advertisers balk at steep price hike for first ESPN broadcast of big game

Apr. 17, 2026 at 7:49pm

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Disney has informed advertisers that it is seeking a staggering $10 million price tag for 30-second commercials during ESPN's first-ever broadcast of the Super Bowl in 2027. This represents a 25% increase from the $8 million price for last year's Super Bowl LX, and some marketers are already balking at the high cost.

Why it matters

The Super Bowl has become one of the most valuable advertising events in the world, with companies paying premium prices to reach the massive viewership. Disney's decision to significantly raise the ad rates for ESPN's inaugural Super Bowl broadcast could price out some advertisers and impact the network's ability to attract top sponsors.

The details

According to a report from Variety, Disney has told advertisers it believes they should pay $10 million for a 30-second ad during Super Bowl LXI, which will be the first time ESPN televises the big game. This marks a 25% increase from the $8 million price tag for 30-second spots during last year's Super Bowl LX, which was broadcast by NBC and generated $800 million in ad revenue. The high price has led some marketers to sit out the event, concerned about the growing cost of Super Bowl advertising.

  • Super Bowl LXI is scheduled for Sunday, February 14, 2027.
  • The game will be held at SoFi Stadium in Inglewood, California.

The players

Disney

The media conglomerate that owns ESPN and is setting the record-high $10 million price for 30-second Super Bowl ads.

ESPN

The Disney-owned sports network that will be broadcasting the Super Bowl for the first time in 2027.

NBC

The network that broadcast Super Bowl LX in 2026, generating $800 million in ad revenue.

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What they’re saying

“[Disney] has told advertisers it believes they should pay $10 million for a 30-second ad in the company's 2027 telecast of Super Bowl LXI, according to four people with knowledge of recent negotiations.”

— Brian Steinberg, Reporter

What’s next

Disney and ESPN will continue negotiations with advertisers in the lead-up to Super Bowl LXI, with the network hoping to secure top sponsors despite the record-high $10 million price tag for 30-second commercials.

The takeaway

Disney's decision to dramatically increase the ad rates for ESPN's first Super Bowl broadcast highlights the immense value of the big game for advertisers, but also the risk of pricing out some companies if the costs continue to escalate. The network will need to balance maximizing revenue with attracting a diverse range of top-tier sponsors.