Nearly half of the committed spending from advertisers is set for digital and streaming platforms.
Walt Disney Co. has announced that advertisers have agreed to buy $9 billion in advertising across the entertainment giant’s various channels and streaming services for the 2022-2023 TV season.
The company said that the upfront purchases were the strongest in its history with about 40% of the spending going to its online offerings, including the Disney+, Hulu, and ESPN+ streaming services.
“Disney Advertising entered our 2022-2023 upfront committed to executing on our strategic priorities – streaming, multicultural and inclusion, sports and entertainment – and we delivered,” said Rita Ferro, president of ad sales for Disney Media and Entertainment.
“I am proud to partner with all of our clients to reach audiences at scale across all screens, and alongside the most premium content.”
The company is expected to roll out a lower-priced, ad-supported tier later this year.
Live sports coverage remains one of the prime revenue drivers for linear television and Disney has invested heavily to compete, including a recent NFL broadcast deal renewal that saw the company pay $2.6 billion a year to continue airing “Monday Night Football.”
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