Disney's global advertising president, Rita Ferro, is preparing for the company's upcoming May 14 upfront event at the North Javits Center. The event will highlight Disney's live tentpoles, sports programming, and streaming platforms, including the combined Disney+ and Hulu integration.
The Disney+ and Hulu merger has shown "even better" results since its full integration in March, with increased adoption and engagement for bundle subscribers. This has provided more robust opportunities for advertisers and brands to target audiences and drive reach and engagement.
Disney also teased an ESPN tile coming to Disney+ later this year, ahead of ESPN’s standalone streamer launching in 2025. The company’s Disney+ ad tier now reaches 22.5 million subscribers.
Ferro clarified confusion over the new joint sports streamer from ESPN, Fox, and Warner Bros. Discovery, explaining that it's a digital MVPD (Multichannel Video Programming Distributor), providing a smaller package of sports rights for fans who aren't part of the traditional MVPD ecosystem.
Sports will play a significant role in the upfront event, with ESPN having full rights of the SEC portfolio, a robust NCAA deal, expansive NFL coverage, and a growing focus on women's sports.
Ferro also discussed early negotiations with every single holding company, the potential adoption of Nielsen's big data, and Disney's readiness to transact with partners in various ways.
With streamers like Netflix and Amazon joining the upfront, and Disney expanding its programmatic offerings such as the Disney Real-Time Ad Exchange (DRAX), Ferro foresees a continued investment in a marketplace that allows for planning and reserving the right inventory at the right price for a period of time.
