Disney’s early sellout of Super Bowl LXI inventory in August 2026, with 58 brands across 34 categories committed at roughly $8.5–9 million per 30-second spot, reflects sustained advertiser demand despite elevated pricing and the shift to a multi-platform broadcast on ABC, ESPN, and Disney+. Recent expansions include limited streaming-only national spots already placed on Disney+ and Hulu. Returning participants such as Ferrero, doubling down with two ads after strong 2026 sales results, and Mondelēz’s Ritz brand for its third straight appearance highlight brands leveraging prior Big Game momentum and broader sports marketing budgets. Key variables for additional or replacement advertisers include Q4 budget cycles, integration opportunities across ESPN programming, and evolving audience metrics on linear versus streaming.