Observed Signal · Sep 8, 2026 · Other · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Disney Sells Out Super Bowl 61 Ads, Tracker Adds Cutwater and Waymo
Disney has reported strong demand for Super Bowl 61 advertising, with ad slots reportedly selling for up to $10 million. The company has lined up 58 brands across 34 categories for the game, which will be broadcast on February 14, 2027. Nine brands are making their Super Bowl debut. ADWEEK's ongoing tracker highlights recent confirmed advertisers: Disney itself, Cutwater Spirits (owned by Anheuser-Busch InBev), and Waymo (owned by Alphabet). Disney is promoting its first Super Bowl in about two decades, while Cutwater returns to the game after a five-year absence. Waymo will air its first Super Bowl commercial, though details remain under wraps. The tracker is expected to be updated frequently as more advertisers are confirmed.
Super Bowl advertising is a major advertising event, and this indicates strong demand and pricing, relevant to AdTech and media.
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Key Takeaways & Evidence Grounding
- Disney has sold out Super Bowl 61 ad inventory, with prices reportedly up to $10 million.
- Super Bowl 61 will be held on February 14, 2027, at SoFi Stadium.
- Disney announced 58 brands across 34 categories, including nine first-time Super Bowl advertisers.
- Cutwater Spirits and Waymo are confirmed advertisers for Super Bowl 61.
- Waymo's commercial marks its Super Bowl debut; Cutwater returns after last appearing in 2022.
Connected Companies & Entities
2 Entities mapped“Disney is hosting Super Bowl 61 and has sold out its ad inventory, with ads fetching up to $10 million....”
Ontology Mapping & Concepts
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Disney Sees Huge Demand for Super Bowl 2027 Ads
Disney's ad-sales chief Rita Ferro says demand for ad inventory in the ABC/ESPN broadcast of Super Bowl 61 (Feb. 14, 2027) is strong as Disney returns to the Big Game for the first time in two decades. Disney is selling Super Bowl inventory as a single broadcast across ESPN and ABC to maximize cross‑platform reach and is also promoting a string of major live moments (College Football Championship, Grammys, Super Bowl, Oscars) during its May 12 upfront. Ferro emphasized creative quality and diversity of advertisers — from major marketers to AI and technology startups and small businesses — and highlighted Disney's large sports footprint (NFL Network, RedZone, NBA Finals exclusivity, College Football Playoffs, MLB TV). Disney expects 3,700 attendees at its upfront presentation and says it will control a substantial share of next season’s football impressions.
Disney Sells Out Super Bowl Ads, Closes Upfront
The Walt Disney Company said during an earnings call that it closed its upfront with total volume commitments up double digits year-over-year and that it sold out ad inventory for Super Bowl LXI. Disney reported 58 brands across 34 categories are advertising in the 2027 Super Bowl, including nine first-time Big Game advertisers. Sources cited in the article say initial asking prices of up to $10 million for a 30-second spot settled in the $8 million to $9 million range. Disney also reported double-digit growth in sports ad volume driven by the NFL, college football, the NBA and women’s sports, and category momentum in healthcare, financial services and AI. The company did not disclose CPMs or total volume figures.
Super Bowl 30s Ads Reach $10M as AI, Stars Dominate
Super Bowl LX 30-second ad spots on NBC are commanding a record $10 million, as advertisers lean on celebrity talent, nostalgia and AI-driven creative and interactive tactics to reach an audience of over 100 million viewers. About 40% of this year’s advertisers are new, according to an NBCU executive. High-profile creative examples include Grubhub’s spot starring George Clooney, Instacart’s commercial directed by Spike Jonze, and Pepsi’s Taika Waititi-directed ad referencing Coca-Cola imagery. Brands are extending investments beyond the broadcast airing into larger digital campaigns: Uber is running an interactive spot that can generate over 1,000 versions in-app to unlock promotions, and Svedka claims to have aired the first Super Bowl ad made primarily with AI. The high price is driving integrated strategies that use early online releases, extended cuts and interactive components to maximize engagement.
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