Disney Sees Ad Volume Gain As Upfront Deals Wrap Up

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The Walt Disney Co.’s television networks recorded high single-digit increases in upfront ad sales volume across its broadcast, cable and kids portfolio.

Prices were up in the low double-digits on a cost-per-thousand viewers (CPM) basis on ABC, according to sources familiar with the situation. Cable CPMs were up in the high single digit range.

For ESPN, live sports drove double digit increases in volume.

Read More: Upfront Central

Disney’s ad sales operation were combined earlier this year as part of the company’s direct-to-consumer and international segment, led by Kevin Mayer.

Digital spending was up 25% on top of a 20% gain last year.

Disney introduced its Luminate suite of data driving advanced ad products just before the upfront and several advertisers—in categories including retail, auto and fast food—will be running test. Also in the advanced advertising area, addressable deals were up 120% from last year.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.