Getting an Ad Into Disney’s Super Bowl Takes More Than a Big Check

Streaming continues to be an incredible focus and opportunity for us. We are the leaders in ad-supported streaming. There’s no question. Hulu, Disney+, ESPN Unlimited—huge platforms, huge audiences, huge engagement. And we want to make sure advertisers are feeling great about being there and what the value is as part of that advertising opportunity.

Obviously, we’re going into a huge sports year for ESPN. I couldn’t be more excited to have the Super Bowl as part of everything we’re bringing to market. But I’m super excited we’re the exclusive home for the NBA Finals. We are the exclusive home for the College Football Playoffs and Championship Game. We have MLB TV, which is new to the platform. We have NFL Network and RedZone. Some of the best golf and tennis in the business. There’s NHL. This year, we have the Stanley Cup.

We’re very excited about what that continues to be, and will continue to be, to drive fandom across our Disney platform.

Can you talk about your strategy around fandom?

That’s the theme for next week’s show. Because fandom is what our movies drive, what our sports drive, our shows. Think about All’s Fair. Think about Love Story. The fandom that’s created around the series from Ryan Murphy. We’re going to have some exciting announcements from him next week, too. There’s just so much to talk about on that stage.

We have had extraordinary movies across our theatrical studios, and those movies are coming to Disney+. We are excited for brands to be part of those stories when they come to the platform.

Speaking of the stage, you’re going to have 3,700 people attending your event, and it’s your fourth year in the Javits Center. Do you see Disney coming back for next year’s upfront?

We will be in the upfront until there’s no upfront. If Disney’s not in upfront week, why would you do an upfront week? That’s how I look at it. There is no storytelling for upfront week that is more exciting or no stage that people want to go to. And the number speaks for itself. I don’t think anyone else has 3,700 people showing up for their presentation at upfront week. And that’s a testament to the incredible storytellers across our company and the richness and diversity of our platforms that advertisers want to be part of.

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