Disney Advertising has concluded its 2024-25 upfront ad-sales deal-making, with volume and revenue up 5% versus a year ago for all its linear/streaming digital platforms.

Two years ago, Disney said it secured $9 billion in upfront deals for the 2022-2023 TV season. Last year, for the 2023-2024 TV season, Disney said upfront revenue was “in line with the prior year.”

A rough estimate projects that Disney upfront deal-making volume for the new TV season starting next month was $9.45 billion.

“Our growth in the number of marketers we work with and the increased investments in advertising innovation, demonstrates Disney’s differentiator,” said Rita Ferro, president, global advertising, Disney, in a release.

Disney says sports multi-year deals were among the company’s best performers -- up around 15% from a year ago. In particular soaring women’s sports commitments grew by “triple-digits” percentages against last year’s upfront.

Streaming platforms -- specifically Disney+ and Hulu -- witnessed ad-volume growth of 10% compared to a year ago. 

For this upfront period, the company started up Disney Streaming Entertainment -- which packages inventory offering across streaming apps, offering higher impression delivery and audience reach. There is also Disney XP, another bundling ad offering packaging addressable and streaming inventory. 

Disney says nearly half -- more than 40% of total upfront dollars committed this year -- came from addressable platform budgets, which includes streaming platforms and digital video. It witnessed addressable, data-enabled data deals -- using Disney’s  first-party data -- up 181% year-over-year. 

Disney adds that nearly 60% of all data-enabled deals are leveraging Disney’s first-party insights. Separately, “performance marketing’ -- business outcome-based deals -- are up 19%.

Ferro said the company's “data capabilities delivers the outcomes [to] our partners," adding: "We continue to raise the bar."

Multicultural brand upfront commitments rose 15% to target diverse audiences. Active categories include automotive, technology and telecommunications.

Overall, major ad categories for the 2024-25 upfront to see upswings include international automotive brands, beverages, food, personal care, financial services, healthcare and travel – specifically hotels and vacation rentals; and restaurants, led by quick service restaurants.