Disney sells out all Super Bowl LX ad inventory, CFO says
Hugh Johnston, Disney's chief financial officer, said the company has sold out all advertising inventory for its Super Bowl LX telecast, The Hollywood Reporter reported. The news arrived alongside Disney's fiscal third-quarter figures: revenue of $25.2 billion, up 7% from a year earlier, and operating income of $5.5 billion, up 21%. The entertainment segment brought in $11.3 billion in revenue and $1.7 billion in operating income, while streaming revenue climbed to $712 million, a large jump from the prior year that local media pointed to as evidence streaming is turning into a more stable profit source for Disney. Toy Story 5, the streaming business and the events division accounted for the largest shares of quarterly revenue, and Toy Story 5 has now generated more than $16 billion for Disney as a franchise, with the film itself passing $1 billion at the global box office.
Advertisers chasing the season's biggest live audience now have no inventory left to buy directly from Disney, pushing any remaining Super Bowl LX exposure onto the resale market or into programming around the game. Toy Story 5's box office run and Disney's streaming gains give planners a fuller picture of where audience attention and ad dollars are converging this year, useful context for cross-platform budget decisions heading into the fall planning cycle.