Hugh Johnston confirms The Walt Disney Co. has sold out all advertising inventory for Super Bowl LXI
The Walt Disney Co. has officially sold out its advertising inventory for Super Bowl LXI, scheduled for February 14 next year. Chief Financial Officer Hugh Johnston disclosed the milestone during the company's third-quarter earnings call, marking an early sellout compared to previous years. The game will be a simulcast on ABC and ESPN, representing the first time the company will host the event. Fifty-eight brands across 34 categories have secured spots, including nine first-time advertisers. While specific pricing was not disclosed by the company, media buyers report that 30-second units commanded between $8 million and $9 million. The announcement also follows the conclusion of the company's 2026-27 upfront negotiations, which saw double-digit growth in total volume commitments. Despite the success in sports advertising, Hugh Johnston noted that the streaming market remains competitive due to an increase in supply, which is creating pricing pressure for the company and its competitors.