Disney Closes 2026-27 Upfront With Double-Digit Gain, Sells Out Super Bowl LXI Ads
Updated
Updated · MediaPost Communications · Aug 6
Disney Closes 2026-27 Upfront With Double-Digit Gain, Sells Out Super Bowl LXI Ads
3 articles · Updated · MediaPost Communications · Aug 6
Summary
Disney said its 2026-27 upfront ad sales are complete, with total volume up by double-digit percentages from last year, alongside an early sellout of Super Bowl LXI inventory for February 2027.
58 brands across 34 categories bought into the upfront, while Super Bowl demand came from one of the broadest advertiser mixes in the event's history, including nine first-time brands.
Disney tied the strong commitments to its ability to deliver large audiences across live events and streaming, even though advertisers can later trim some upfront commitments during option periods.
The sales momentum contrasts with mixed recent ad trends: Disney's second-quarter advertising revenue slipped 1% to $1.63 billion, sports ads rose 4.9%, and streaming ad growth slowed to 3% from 12% a year earlier.