Disney Already Sold Out 2027 Super Bowl Ad Inventory

Published on August 10, 2026

Disney announced Wednesday that it has sold out all advertising inventory for the 2027 Super Bowl, which will air on both ABC and ESPN, marking the first time ESPN has carried the game. The sellout occurred during Disney's 2026-2027 upfront period, roughly a month ahead of when NBCUniversal announced its own record-early sellout for the 2026 Super Bowl last September.

The confirmed advertiser lineup spans 58 brands across 34 categories, including financial services, candy, personal care, and software. Disney described it as one of the broadest advertiser and category mixes in Super Bowl history. Nine of the 58 brands will be making their Super Bowl debut. Total upfront volume commitments for Disney increased by double digits compared to last year.

The trend of earlier and earlier sellouts reflects sustained demand for one of the few remaining mass-reach advertising moments. A 30-second spot reportedly reached around $8 million for the 2026 game on NBCU. Activations will extend beyond the broadcast itself, with Disney already promoting assets including ESPN Beach on the Santa Monica Pier in Santa Monica. The company dropped its first promotional ad for the 2027 game less than 24 hours after this year's Super Bowl concluded in February.

Full story: Marketing Brew

 

 

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