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Apr 17, 2026 8:00 AM

$10 Million For 30 Seconds? Disney's Super Bowl Pitch Faces Advertiser Revolt

Media giants led by the Walt Disney Company (NYSE:DIS) and the National Football League are testing pricing power and reshaping media rights strategies as advertiser resistance grows and streaming platforms push into live sports.

Super Bowl Pricing Push Meets Advertiser Resistance

Disney is asking $10 million for a 30-second Super Bowl LXI ad, but that pricing has slowed early demand as marketers push back on the gap between expectations and willingness to pay.

Unlike Fox Corp. (NASDAQ:FOX) (NASDAQ:FOXA) and Comcast Corp. (NASDAQ:CMCSA) NBCUniversal, which typically secure 40% to 60% of inventory before upfronts, Disney has yet to reach similar levels, Variety reported on Friday. The company is also requiring broader spending across its media portfolio, adding friction to negotiations.

Bundled Deals and Broader Media Strategy

Disney is actively negotiating and says demand exceeds supply, but it is struggling to convert interest into firm bookings. The company is ...