Over the past week, executives at The Walt Disney Company have been feeling particularly triumphant following this year’s Oscars broadcast. Data from Nielsen showed that the event attracted an average audience of 19.7 million viewers, not quite matching the viewership numbers from a decade ago, but still placing it among the most-watched television events, alongside only the NFL.
John Campbell, holding the position of Senior Vice President of Streaming Brand Solutions at Disney, additionally points out that this year’s Oscars surpassed both the Grammy Awards and the Super Bowl in generating the most social discussions online.
For decades, major media and entertainment firms have relied on live events as cornerstones of their operations. However, more recently, companies have been refining an innovative approach: One where live events serve not just as the main attraction, but also as a foundation to develop various advertising opportunities across traditional TV broadcasts, streaming platforms, digital channels, and social media networks.
It’s likely no other company is as eagerly anticipating this trend as Disney. Their executives are already excited about the year 2027, which will begin with the College Football Championship, followed closely by the Grammys, the Super Bowl, and the Oscars – all happening within a three-month span.
Campbell explains that our approach involves a strategy of making content available across various platforms. He emphasizes three key points: first, marketing executives are seeking a return on their investment in content; second, they look to Disney to enhance significant events or moments; and third, they want to engage with Disney’s live events or tentpoles, as these are the cultural discussions they wish to participate in.
Danielle Brown, Senior VP of Sports Brand Solutions for Disney, points out that [CMOs] aren’t looking to wrap up discussions once the live event is over. Instead, she emphasizes that these events play a crucial role in powering the entire system.
And advertisers are buying in.
This upcoming month marks the return of the NCAA women’s college basketball tournament to ESPN, following its impressive achievement of breaking ratings records last year. Brown reports that tickets for the championship game were sold out months ago at rates similar to NFL games, and overall tournament ad sales are running nearly double (198% higher) compared to last year – a massive surge in an industry that’s currently practicing some level of frugality due to ongoing economic constraints.
Campbell explains that the quick sale of these live events is due to their rarity and the fact that brands prefer to be involved in a significant way, often securing their spots well before the broadcast dates.
As a gamer, I can’t help but notice the clever moves Disney is making post-Oscars. The star of the show was Sean Baker’s “Anora”, scoring a total of six Oscars, including the coveted best picture award. In no time, this masterpiece will be available for streaming on Hulu, giving us fans a chance to relive those magical moments, which were witnessed by nearly 20 million viewers during the live broadcast.
Campbell explains that Disney is currently developing packages related to Anora, which many brands are keen to be associated with due to its six successes. Additionally, they’ll leverage the ongoing social media discussions around Anora for the upcoming weeks. This strategy, known as the ‘everywhere approach’, is something unique to Disney because of the expansive reach and scale of their platforms.
Nowadays, live occasions such as the Oscars, the College Football Playoff, or the women’s college basketball tournament serve a dual purpose. They are not merely events to generate sales; rather, they function as foundations upon which we construct a variety of offerings. This process helps sustain and grow our overall platform.
Campbell explains that the process begins with nominations being announced, followed by an influx of audience engagement on our streaming services as they strive to watch the nominated films. He mentions Hulu has particularly benefited from this trend. To capitalize on this surge, we develop special packages we refer to as ‘catch-up options’.
In discussing the college football playoff as an illustration, Brown emphasizes the importance of engaging with marketing professionals and agencies regarding ways to expand the audience’s reach and attract consumers throughout our entire collection. He highlights the significance of incrementality in this process because there are social media users who might not be watching live broadcasts.
As a gamer, I’m excited to dive into an unprecedented wave of live events, with Disney pumping out unique opportunities ripe for sponsorship. This summer, get ready to groove with the “Summer of Music” extravaganza, merging iconic festivals such as Bonnaroo, Lollapalooza, and Austin City Limits, along with the GMA Summer Concert Series and Dancing with the Stars. These events will unfold on both traditional television and streaming platforms, ensuring no one misses a beat!
Last year, ESPN secured a significant agreement with the NCAA that encompasses not just the women’s basketball tournament, but also most other rights belonging to the NCAA, excluding football and basketball. With these newly acquired rights, ESPN intends to boost the visibility of sports like volleyball, softball, and gymnastics. This move caters to the growing interest among marketers who are looking to invest more in these areas.
Brown expresses that one aspect he adores about gymnastics, for instance, is it provides a stage where exceptional athletes can continue to receive the recognition they deserve, even during non-Olympic seasons.
Interactivity is a piece of that puzzle too.
Brown mentioned that ESPN’s March Madness tournament bracket has been completely sold out, leading marketers to search for more captivating ways to connect with fans. This is a key area of emphasis for the company as they prepare for the launch of their main streaming platform later this year, which is anticipated to emphasize interactive elements and tailored content.
Brown mentioned that we’ve secured both returning and fresh sponsors,” he said. “The reason being, they are eager to be part of the interactive and engaging experience we offer to fans, as well as our fantasy and bracket games, which seem to spark a lot of interest.
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2025-03-10 18:24