Disney’s legendary magic isn’t just for movies—it’s captivating Madison Avenue too! The Walt Disney Company has reported a promising 5% increase in upfront ad sales commitments for 2024. Though specific dollar amounts remain under wraps, this growth signifies Disney’s resilient charm in a competitive market where media companies vie for advertisers prior to each new programming cycle.
Despite grappling with declining linear TV audiences and a slew of new streaming platforms including ad-supported options from Netflix and Amazon Prime Video, Disney has managed to stand out. “Our growth in the number of marketers we work with and the increased investments in advertising innovation demonstrate Disney’s unique advantage,” said Rita Ferro, President of Global Advertising at Disney. She emphasized Disney’s focus on world-class storytelling, automation, and new ad products as key drivers of this encouraging result.
To foster ad commitments, Disney introduced aggressive strategies like rolling back Disney+ CPM rates—essentially discounting the cost of reaching 1,000 viewers by 10% to 15% in some cases. This savvy move helped secure comprehensive ad deals across Disney’s entire media portfolio.
Key areas of growth included multi-year sports deals, particularly in women’s sports, which saw a remarkable triple-digit increase in ad commitments compared to last year. Streaming services Hulu and Disney+ also enjoyed a significant 10% bump in ad support, thanks to a robust cross-platform purchasing option for marketers.
Ad investments targeting multicultural audiences surged by 15%, reflecting a deliberate effort by media buyers to allocate budgets toward diverse viewership. Furthermore, there was notable interest from sectors such as foreign autos, beverages, foods, personal care, financial services, hotels, vacation rentals, and quick-service restaurants.
We’d love to hear your thoughts on Disney’s advertising successes! Share your comments and join the conversation. Let’s keep the magic alive! ✨
Source: Brian Steinberg
