Disney’s broadcasting of Super Bowl LXI in February will be its first in two decades. DISNEY/ESPN
Disney’s broadcasting of Super Bowl LXI in February will be its first in two decades, potentially opening up “more opportunity for advertisers to get in the game” -- which “changes the strategy” for ad sales, according to Bill Bradley of ADWEEK. Typically, Super Bowl broadcasters have a “large portion of ads accounted for early in the year due to incumbent advertisers claiming their slots in the game.” However, with Disney not having a game in years, there are “more slots available.” Disney President/Global Advertising Rita Ferro said, “We want to make sure that there’s a variety of advertisers in the show, but also advertisers who are thinking about the creative because it’s really important … to make sure that it reflects the audiences that are watching, and those are diverse audiences across many products and categories.” Ferro added, “We have a lot of demand, and there are some businesses done already, but we are, as you can imagine, in active conversations” ([_ADWEEK, 5/7_](https://www.adweek.com/convergent-tv/disney-unbelievable-demand-for-super-bowl-upfront/)).