Variety Exclusive Shows Shift in Disney’s Ad Sales Focus
As the digital landscape continues to transform, Disney Advertising Sales also shifted its focus onto streaming digital ads, messages of inclusion and diversity, and sports programming in an effort to maintain their share of the advertising market.
With over 100 million subscribers on its streaming service Disney+, the Walt Disney Company certainly already proved that they have a firm handle on the shifting digital world, especially with their efforts to produce quality original streaming content like “Loki” and “WandaVision.”
“The enormous success of Disney Plus … has inspired us to be even more ambitious, and to significantly increase our investment in the development of high-quality content,” Walt Disney Company President Bob Chapek said in a press release earlier this year and cited by The Verge.
“We led with streaming this year. You always hear how broadcast leads in the upfront, and we saw an opportunity this year to change that and we did it well,” Ferro said in the piece.
The article mentions that ad commitments with Disney’s primetime programming on ABC stayed relatively close to its contracts for 2020. However, commitments for advertising on streaming and sports-related content increased by over 10%, according to the Variety article.
The Big Push for Fall Ad Sales
Right now, U.S. television networks are in a time period called “upfront” ad sales. During this time, all of the major networks try to sell the majority of their ad space for the upcoming programming schedules.
Disney led the way for an increase in the rate of reaching viewers through advertising as well as a drive to produce more advertisements relating to inclusion, equity and diversity.
According to the article, Disney actually exceeded their goal for the year in securing contracts that relate to their messaging efforts, according to the article.
The Walt Disney Company saw immense interest from consumer product marketers, which makes sense due to their enormous retail business divisions. They also added contracts with entertainment companies, financial firms, pharmaceutical manufacturers, and technology development compaines.Of course, advertisers for travel and leisure companies also wanted to join the company’s advertising portfolio for the upcoming media season.