Disney is attempting a feat of magic that might vex even talented sorcerers like its own Maleficient or Dr. Strange.
\n\nAfter clashing with advertisers earlier this year when the company pressed for $10 million for a single 30-second Super Bowl commercial, Disney is trying again — even though it declared in July that all commercial inventory in the Big Game was sold out.
\n\nHas Disney won permission from the NFL to expand the number of commercials in the gridiron classic? No. The entertainment giant is trying to line up a group of marketers that might pick up Super Bowl inventory in case a current sponsor does what is known in the ad business as “seeking relief,” or asking if it can be freed from its ad commitments tied to the extravaganza.
\n\nIn this case, according to two different media buyers familiar with current talks between Disney and advertisers, the company is seeking between $10 million and $12 million per 30-second spot, as well as what is known as a “match” of another tranche of money for other parts of Disney ad inventory.
\n\nHow can a company negotiate for commercials that aren’t up for sale?
\n\nDisney is looking to the near…
Original source: https://variety.com/v/tv/