Disney Bets That Its Breadth and Depth Will Wow Media Buyers In This Year’s Upfront

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The upcoming week finds itself hosting a multitude of media buyers and CMOs in New York’s Jacob Javits Center, where Disney will present its 2025 upfront display. This gathering promises an array of Disney’s entire lineup for all to see.

Rita Ferro, Disney’s global advertising president, expressed in an interview with The Hollywood Reporter that viewers can expect a unique show from Disney, one that won’t focus on linear and streaming content or sports. Instead, it will be a cohesive presentation of Disney’s connections with celebrities, consumers, and brands. Ferro predicts this show to be among Disney’s most thrilling yet, as it taps into the elements that have always captivated fans. In today’s volatile economy, she notes that brands are strategizing for various possibilities, aiming to maintain sales volume while keeping their brand top-of-mind for a more discerning consumer.

According to Ferro’s observation, this year’s upfronts occur during a turbulent time for media and advertising industries. Issues like tariffs and recession worries are dominating the thoughts of every Chief Marketing Officer. For entertainment firms, adaptability is crucial. The upfronts, as Ferro explains, function as a futures marketplace. The company is prepared to adjust arrangements if needed, given that a brand has made a commitment, under changing circumstances.

As a dedicated fan, I can’t help but acknowledge the unpredictable nature of the current market landscape. However, what gives me confidence is Disney’s unique position. Brands will undeniably need to maintain their presence, and Disney, with its decades-long relationships, captivating storytelling abilities, distinctive branding, leadership in the industry, and adaptability, is poised to navigate these times effectively.

Clearly, Disney boasts ESPN, a dominant force in the world of sports media. Additionally, it controls a formidable ad-driven streaming platform, comprising of Disney+ and Hulu – the most extensively scaled subscription services focusing solely on ads within the industry. Even at present, it appears that sports entertainment and streaming services are set to expand further.

Ferro suggests that our company is similar to Disney, given our strong influence over consumer preferences and the areas where consumers are actively engaged – sports, streaming services, and live entertainment. We’re a reliable and long-term partner for numerous brands, he explains. With years of experience in this field, we have the necessary technology to facilitate their needs and provide them with robust measurement tools that set us apart from other platforms.

Later this year, ESPN plans to debut its primary streaming service, complete with a variety of live sports and additional features designed to make it distinctive.

From a sports perspective, the possibilities for brands to collaborate within fantasy games, sports wagering, brief video sharing, and brand integrations are growing significantly. As Ferro explains, this trend is creating numerous chances for brands to form unique partnerships and integrations within content. Moreover, he emphasizes that Disney+ is expected to serve as the primary streaming platform for the company’s content in the future, where these collaborations may take place.

Furthermore, this encompasses the realm of entertainment content, as Disney+’s collection of family-oriented and intellectual property (IP)-based offerings are now linked with Hulu’s selection of mature programming, FX-branded high-quality shows, and reality TV series.

It’s indisputable that there’s been a shift towards streaming platforms in the entertainment industry, as people are spending less time watching traditional TV and more on streaming services. This trend has caused advertising dollars to follow suit. Notably, our company is ideally placed to take advantage of this shift due to our extensive presence in streaming. However, it’s worth mentioning that broadcast TV has shown unexpected strength this year. A while back, Bob [Iger] and I discussed the resilience of broadcast TV, and since then, it has remained robust for several quarters. This could be attributed to the abundance of live hours, its continued reach, and the high-quality shows on the network, as well as the mix of sports programming which makes it a popular destination for both audiences and brands.

Ferro notes that a greater decrease has been observed in the cable sector, but much of this content can be found within streaming platforms, which makes this shift less unexpected.

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2025-05-09 18:25