https://www.sportsbusinessjournal.com/sb-blogs/newsletter-marketing/2026/01/29/#:~:text=Many%20interviewed%20here%20thought%20ABC/ESPN%20Disney%20has,say%20Disney%20is%20well%2Dpositioned%20to%20achieve%20tha

Advertisers are hesitant regarding Disney’s reported $10 million price tag (https://awfulannouncing.com/disney/seeks-10-million-super-bowl-lxi-ads.html) for 30-second spots during Super Bowl LXI in 2027, according to reports. While Disney seeks these record rates for its first Super Bowl in 21 years, the high cost has prompted pushback from marketers, marking a sharp increase over previous years.