Disney Advertising has finished its upfront advertising
TV/media deal-making --- pulling in a total of $9 billion.Disney says it posted “double-digit” cost-per-thousand viewer (CPM) price increases for its ABC
Television Network prime-time inventory, and “high single-digit increases” for addressable TV deals.
The company says 40% of the total upfront dollars ($3.6
billion) went to streaming and digital platforms -- including Disney+, ESPN+, and Hulu.
Disney saw strong performance for its live events and its Disney+ new advertising option, and made
gains in addressable and measurement offerings, according to the company.For its its cross-platform business, Disney says there was “greater demand for Disney HuluXP, its
cross-platform unified video advertising business reaching addressable audiences across all Disney media inventory.
Advertising categories that showed a strong performance
include consumer services, financial services, media/entertainment, pharmaceutical, sports gaming and travel & leisure.
Disney says Disney+ received upfront
“commitments” from all its media agency partners.
Rita Ferro, president of advertising sales of Disney Media and Entertainment, said in a release: “This marks
a historic close to our strongest upfront ever, totaling $9 billion... [for] all of our clients to reach audiences at scale across all screens, and alongside the most premium content.”
Other TV-based network groups completed strong upfront deal-making weeks ago.
NBCUniversal also hit record results -- with total volume
from all its businesses at more than $7 billion, and high-single-digit-percentage CPM gains versus a year ago, media executives say.
NBCU said there was almost a
20% year-over-year gain for its digital/streaming platforms -- which includes premium streamer Peacock. The company also says more than 40% of upfront business was conducted outside traditional age
and gender guarantees, mostly provided by Nielsen.
Paramount Global also pulled in high single-digit CPM price gains with overall volume dollar increases.
For the upfront ad
market a year ago, CBS took in $2.5 billion in upfront prime-time sales, according to industry estimates.
In 2021, Paramount Global’s overall ad sales rose 11% to $9.3 billion.
Media executives say Fox Corp. also took in high single-digit price increases.