Disney secures record $9bn in upfront deals
Disney has drawn a record-breaking $9bn in advertiser commitments for its upcoming programming slate as companies vote with their wallets to back the mass media and entertainment conglomerate.
Disney has been reaping the benefits of its unparalleled scale and diversity of content
Some 40% of the upfront windfall has been claimed by Disney’s fast-growing streaming and digital arm, with the entertainment giant offering a Disney+ ad-supported tier for the first time to woo brands.
Disney has been reaping the benefits of its unparalleled scale and diversity of content, which has proven irresistible to advertisers wishing to reach broad demographics from live sports events on ESPN+ to a multitude of films and TV shows.
Rita Ferro, Disney’s president of advertising sales and partnerships, said: “Disney Advertising entered our 2022-2023 upfront committed to executing on our strategic priorities – streaming, multicultural and inclusion, sports and entertainment – and we delivered. This marks a historic close to our strongest upfront ever.”
Double-digit increases in sports, volume and pricing saw the closely-watched cost per thousand viewers (CPM) metric commanded by Disney jump in all categories, from streaming and sports to broadcast and cable.
To put Disney’s dominance into perspective, NBCUniversal last month closed its upfront advertising commitments at $7bn.