Credit: Dave Adamson via Unsplash
Media buyers are reportedly unhappy at Disney’s way of charging for the next Super Bowl, demanding up to $US10 million for 30 seconds and a promise to spend more with the network.
Disney is said to be asking Super Bowl advertisers to buy matching inventory, with another $US10 million commitment on top of paying for the 30 second spot
However, Variety reports that, according to five people familiar with current discussions, Disney seems to be backing off some of its demands.
“Disney has sold more than ten 30-second ad slots for around $9 million each, three of these people said, and is entertaining counteroffers against the ‘match’ that it previously sought,” Variety said.
The 2026 Super Bowl attracted 125.6 million viewers this year, short of the 127.7 million the year before, according to Nielsen.
A broadcaster can pull in nearly $US600 million in ad dollars from the Super Bowl, widely considered as the best audience in the world for television commercials.
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