Disney Advertising has reported a record level of upfront commitments for the 2024-25 season, showcasing a 5% year-over-year gain in revenue and volume. This news comes after the media giant’s annual upfront pitch to advertisers in New York, which featured notable stars like Ryan Reynolds and Emma Stone, as well as a rare appearance by Disney CEO Bob Iger. The increase in volume, particularly in streaming which reached 10%, was attributed to the growth and global expansion of the ad tier of Disney+ as well as live sports. The company also highlighted momentum from multi-year deals, growth in women’s sports sponsorships, multicultural partnerships, and investments from independent agencies.
More than 40% of total upfront commitments came in the form of addressable budgets, including streaming and digital. Disney’s first-party data and insights saw significant gains, and performance marketing deals were up 19% over the prior year’s upfront. This demonstrates Disney’s commitment to leveraging technology and data to deliver successful outcomes for their advertising partners.
In comparison to NBCUniversal’s recent announcement of „modest growth“ in upfront sales, Disney’s strong-performing categories for the 2024-25 season include international auto, beverages, food, personal care, financial services, and healthcare. Travel, specifically hotels and vacation rentals, was another standout category, along with restaurants, particularly in the quick-service subcategory.
Rita Ferro, President of Global Advertising at Disney, emphasized the company’s dedication to delivering exceptional storytelling paired with advanced ad technology and data capabilities. She stated, „Disney’s unrivaled storytelling paired with our unparalleled ad technology and data capabilities delivers the outcomes our partners continue to push us on, and we continue to raise the bar.“ Ferro highlighted Disney’s growth in working with marketers and increased investments in advertising innovation as key factors driving their success.
As the upfront process continues to evolve with complexities and competition from digital platforms, Disney’s strong performance in the 2024-25 season underscores their position as a leader in the industry. With a focus on world-class storytelling, automation, and new ad products, Disney remains committed to delivering growth for their advertising partners and setting the standard for the future of advertising.