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Disney’s Aggressive Bid for Streaming Ads Leaves Video Rivals Angry (EXCLUSIVE)
Disney is trying to snatch advertising commitments in the TV upfront with steep discounts in streaming-ad rates, and the move nettles media rivals
Disney is soaking up new commitments from advertisers in one of the driest “upfront” markets seen in recent years, and the company’s efforts to win those ad dollars from Madison Avenue have some rivals spitting out dust. In a bid to win overall commitments, Disney has been striking deals that call for significant “rollbacks” in the rates it charges to reach 1,000 viewers — a measure known as a CPM — on its Disney+ streaming hub, according to six people with knowledge of recent discussions in the industry’s “ upfront ” market. Disney and NBCUniversal are said to have moved the farthest with advertisers in the current market, along with Fox, which relies primarily on a wide swath of sports content — including next year’s Super Bowl — and has reduced its dependence on traditional entertainment shows in primetime.
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