Disney Wraps Upfronts with Record Sales and Early Sellout of Super Bowl LXI

Disney has wrapped up its upfront advertising efforts for the 2026-27 TV season, reporting a significant increase in total volume compared to last year's marketplace.

The company announced that it has also sold out all of its ad space for Super Bowl LXI, which will air on February 12, 2027. This marks one of the earliest sellouts in Super Bowl history.

'Our upfront and a sold-out 'Super Bowl LXI' make it clear: brands see Disney as a must-have investment -- one built on our ability to deliver audiences at scale, across live events and streaming, all year long,' said Rita Ferro, president of global advertising for Walt Disney.

The company reported that its upfront deals came from 58 brands in 34 different categories, including financial services, candy, personal care, and software. The Super Bowl ad sales also featured a 'broadest advertiser and category mix' ever seen, with nine new brands participating for the first time.