The Walt Disney Company said there were more commitments from advertisers to the annual TV market “ahead” than last year, citing Madison Avenue’s interest in games and streaming. of things, it also reflects a feeling heard from many other TV shows.
The CEO of ABC and Disney + cited about $ 9 billion ahead of commitments from advertisers in his portfolio, which include FX, Hulu, Freeform and National Geographic. Initially, American TV companies tried to sell most of their broadcasts before they started their new round of new programming. Disney earned between $ 1.66 billion to $ 2.18 billion last year for ABC for the first time in 2020, according to Statistics, and executives believe they were able to more those numbers this year in a narrow amount.
“Disney Advertising has entered our 2022-2023 Upfront commitment to implementing our priorities – advertising, multicultural and inclusive, sports and entertainment – and we deliver,” said Rita Ferro, president of marketing advertising for Disney Media and Entertainment, said in a prepared statement. . “It therefore marks a history close to our strongest Upfront, totaling $ 9 billion. I am proud to partner with all of our customers to reach a wider audience at the top. all sheets, and with the highest ones.
The company said it has achieved “double-digit increases in sportswear and prices for two consecutive years to reflect the strength of our rights, and to increase the offering of women’s sportswear.” Of the total stories submitted, Disney said 40% were scheduled for broadcast and social media, including Disney +, ESPN + and Hulu. The company announced this year for the launch that they will be launching a new Disney +version, which hasn’t been announced before. Disney said “all agency partners” have made commitments to Disney +, and that demand has increased for packages that include both Hulu and traditional TV channels.
Disney’s strong report is typical of most media outlets this year, with advertisers reporting the amount of money they put into TV. Some of the strength comes as a result of a defensive game. Along with the threat of a crackdown, most networks are making a narrow increase in the cost of a CPM, a measure associated with the cost of reaching 1,000 viewers that is an important part of these annual discussions between the network and Madison Avenue. Most contacts agreed on CPM increases of between 8% and 12%, according to people familiar with the discussions. In 2021, some networks sought CPM increases of 20% or more.
Disney says it is pushing for two-digit CPM increases for primary programs and one-digit increases for contact research.
As well as advertising involved in the leading sectors of retail, financial services, media and entertainment, medicine, sports, and travel and leisure time.
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