Disney has publicly announced the results of the advanced advertising they sold at the most recent TV upfront. An upfront presentation is a gathering where networks can seek commitments from advertisers in advance. The first upfront was done by ABC in 1962, and Disney/ABC’s upfront presentation last month appears to have been successful.
Although Disney did not give hard numbers for the add commitments, they did announce growth rates in certain areas:
- An increase in CPMs (cost of reaching 1,000 viewers) “in the high single-digit across all dayparts and cable”.
- Total Revenues saw an increase by “high single digits across the board in all broadcast, cable and kids”.
- There were “low double-digit pricing increases” for late night and children’s programming.
- Increased spending by pharmaceutical and consumer packaged goods companies.
- An almost 20% increase in digital spending.
According to ABC, advertisers were most interested in “series including: ABC’s returning comedies, realities, the TGIT programming block, and new shows inclusive of The Good Doctor, The Mayor, The Gospel of Kevin and American Idol; Freeform’s upcoming Marvel’s Cloak & Dagger, Sirens and 25 Days of Christmas; Disney XD’s Ducktales reboot; Disney Channel’s Andi Mack; and the entire Disney Jr. portfolio.”
Rita Ferro, president of ad sales for Disney/ABC TV, said the company had changed its strategy from negotiating for each network separately to offering broader packages that covered a portfolio of networks.
According to Ferro, the company is “in the process of breaking down silos and bringing together the sales teams from ABC, Freeform and Disney. We are committed to making it easier for you to work across all of our brands and content. And when I say all of our content, I don’t just mean the powerful collection of ABC news and entertainment assets. I mean the whole portfolio of Disney-ABC, and the entire Walt Disney company.”