Disney Maps Three-Stage 2026 Upfront, Sets May 12 Javits Showcase to Kick Off Super Bowl LXI Ad Sales

Overview

• Disney scheduled a three-part roadmap for the 2026 upfront: a global tech and data showcase on January 7, a sports-focused summit on March 24, and the main presentation on May 12 at New York’s North Javits Center at 4 p.m. ET.
• The May 12 event will begin selling advertising tied to Super Bowl LXI, which is set for February 14, 2027 at SoFi Stadium in Inglewood, California.
• ABC will carry Super Bowl LXI, marking the network’s first Super Bowl telecast since 2006 under Disney’s current NFL media-rights rotation.
• Disney Advertising chief Rita Ferro said the roadmap is designed to spotlight the company’s full capabilities across content, franchises, data, and technology.
• Disney reported strong recent upfront results, with streaming accounting for over 40% of total volume and sports ad volume reaching nearly $4 billion, reinforcing its emphasis on live events and addressable inventory.