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Disney sells out Super Bowl ad inventory, teases free streamer in Q3 earnings call
awfulannouncing.com • • business
Key Points:
- Disney announced that its Super Bowl ad inventory for the 2027 game on ESPN is sold out earlier than in recent years, highlighting strong demand for premium live event advertising.
- The average cost for a 30-second Super Bowl ad is estimated to be between $9-10 million, reflecting a significant increase from last year's $8 million average, excluding production expenses.
- Disney CFO Hugh Johnston reported double-digit growth in total ad volume commitments and low double-digit increases in sports ad volumes, attributing success to a strong live events calendar including the Super Bowl, College Football National Championship, and major award shows.
- The 2027 Super Bowl will be the first aired on cable via ESPN and simulcast on ABC, marking a significant shift in broadcast strategy under Disney's ownership.
- Disney is exploring launching a free, ad-supported streaming channel within Disney+ to attract more price-sensitive consumers, following the trend set by competitors like Fox with its FAST channel Tubi.
