Disney Sees 20% Gain in Volume for Kids’

The company, which operates Disney Channel, Disney Junior and Disney XD, among other properties, saw advance ad commitments rise by 20%, said Rita Ferro, executive vice president of Disney Media Sales and Marketing, in an interview. She cited robust interest by movie studios as well as a swell in spending by traditional toy companies and new entrants into that arena, as well as a greater amount of interest by advertisers in buying cross-media packages that include traditional TV, video on demand, digital and mobile.

Where advertisers eager to court kids and families often place emphasis on a so-called “hard ten” – the weeks leading from late September to  the end of November – more of the marketers catering to the younger set are starting campaigns earlier, she said. “Now you are starting to see spending in the second and third weeks of August, and it goes all the way through Christmastime,” said Ferro, “That’s new.”

Disney was also able to win increases in the rates it charges to reach 1,000 viewers, a measure known as a CPM that is integral to these annual talks between advertisers and U.S. TV networks over the cost of commercial time. Disney pressed for CPM hikes in the high-single-digit to low-double-digit percentage range, Ferro said – comparable with what it won last year, Ferro said.

Among the programs that were highlighted during negotiations were “Future-Worm,” a series set to debut in August on Disney XD, and “Elena of Avalor,” a new series slated to air on Disney Channel in July that will feature the company’s first Latina princess character

the lion guard sofia the first elena of avalor pickle and peanut pickle & peanut FutureWorm Future-Worm! Disney Channel Disney XD DIsney Junior wander over yonder The 7D penn zero star vs the forces of evil star vs. the forces of evil

Jun 30, 2016
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    So then how come we never got the new Lion Guard episode on the 24th as advertised????
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