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Oscars Ads Pace Ahead: Disney Eyes Sell-Out
16 Jan
Summary
- Disney reports accelerated ad sales pace for the upcoming Oscars telecast.
- Eleven new clients have signed on for main show advertisements.
- Advertisers show increased interest in live events and sports telecasts.
As the Oscars approach, Disney's ABC is reporting a faster-than-usual pace for securing advertisers, signaling a potential sell-out. Rita Ferro, president of global advertising sales, confirmed that eleven new clients have joined for advertisements during the main show, surpassing previous years' pre-event interest.
Ferro highlighted a broader trend of advertiser demand for live tentpole events, including sports and cultural programming. This increased appetite for live broadcasts is attributed to the fragmentation of audiences across streaming services, making live events one of the few remaining formats capable of delivering large, concentrated viewership.
Disney plans to leverage this demand with a robust schedule of live offerings, including college football championships and the Super Bowl, and is preparing for its first Grammys telecast in 2027. The company is also proactively engaging advertisers with early sports buying presentations ahead of the industry's upfront market.
