Quick answer
A 30-second commercial in Super Bowl LXI costs about $8 million to $9 million, according to industry reports. Disney first asked $10 million. Every spot was sold by August 2026, to 58 brands in 34 categories, including nine first-time Super Bowl advertisers.
Super Bowl LXI airs on ABC and ESPN on Sunday, February 14, 2027, the first Super Bowl ever on ESPN and ABC’s first since 2006. Here is what the ads cost, what we know about the brands, and how to watch every commercial.
How much is a Super Bowl commercial in 2027?
Disney opened sales in spring 2026 asking about $10 million for 30 seconds, plus spending commitments on its other networks. Some advertisers balked at the price, and trade reports say Disney then sold most spots for $8 million to $9 million.
Disney announced on August 5, 2026, that Super Bowl LXI was sold out, the earliest sellout a Super Bowl network has ever announced. If any time comes free again, Variety reported in October that Disney would ask $10 million to $12 million for 30 seconds.
Airtime is only part of the bill. A big-budget commercial with celebrities can cost millions more to make, which is why many brands spend more on production and promotion than on the slot itself.
Super Bowl ad cost over the years
| Game | Network | Cost of 30 seconds |
|---|---|---|
| LXI (2027) | ABC and ESPN | $8M to $9M for most spots ($10M asked) |
| LX (2026) | NBC | $7M to $8M for most spots, a handful at $10M or more |
| XL (2006) | ABC | About $2.5M asked |
| I (1967) | NBC and CBS | About $42,500 |
Which brands are advertising in Super Bowl LXI?
Disney has not named the advertisers yet. It has said the game will feature 58 brands across 34 categories, including financial services, candy, personal care and software, and that nine brands are making their Super Bowl debut.
Brands usually confirm their plans and release teasers from early January, and many post the full commercial online in the days before the game. We will add each confirmed Super Bowl LXI advertiser to this page as it is announced.
Why Super Bowl ads cost so much
The Super Bowl is the biggest TV audience of the year in the US. Nielsen estimated about 127.7 million viewers for Super Bowl LIX in 2025, a record at the time for any single-network telecast. Fox reportedly earned more than $800 million in ad revenue from that game. For a brand, it is the one night when tens of millions of people watch the commercials on purpose and talk about them the next day.
How to watch the Super Bowl commercials
- Live: the commercials run during the game on ABC and ESPN, and on the Disney+ stream. Kickoff is 6:30 PM ET.
- Before the game: many brands release teasers in January and full ads a few days early on their YouTube and social channels.
- After the game: nearly every commercial is posted online the same night.
Every channel and stream is in our how to watch the Super Bowl guide. Turning the ads into a party game? Our free Super Bowl bingo cards include commercial squares.
Super Bowl commercials FAQ
How much does a Super Bowl commercial cost in 2027?
About $8 million to $9 million for 30 seconds, according to trade reports. Disney first asked $10 million.
Is Super Bowl LXI ad time sold out?
Yes. Disney announced on August 5, 2026, that every commercial slot on ABC and ESPN was sold, the earliest Super Bowl sellout on record.
How many brands are advertising in the 2027 Super Bowl?
Disney said 58 brands across 34 categories bought time, nine of them advertising in the Super Bowl for the first time.
What did a Super Bowl commercial cost last year?
For Super Bowl LX on NBC in 2026, most 30-second spots sold for about $7 million to $8 million, with a handful at $10 million or more.
Where can I watch Super Bowl commercials?
Live during the game on ABC, ESPN and Disney+, and online, where most brands post their ads before or right after the game.
