Live events are back and sports are on fire!

Disney is the home for all sports, with the most enviable rights, entertainment and streaming brands in the business. Nobody else has the ability to deliver both massive scale and specific audiences programmatically, across over 15,000 live sports events.

We continue to place big bets on sports across all screens. Our new 7-year agreement with the NHL and recently updated deal with the NFL expand hockey and football presence significantly on streaming platforms.

We’re invested in understanding these audiences and their consumption patterns.
In 2019, we released Generation Stream, our most extensive streaming research study ever, which provided an insightful and fresh look at the current and future state of streaming TV.

Now, we’re going even deeper with Generation Stream: Sports Edition, where we explore how streamers interact with sports, informing the future of fandom and consumption. Here are a few highlights.

Statistics Graphic

Streaming is extending the sports viewing experience for fans, and data provides new ways for brands and marketers to tap into them. Therefore, planning and activating based on changing viewing behavior needs to be top of mind – particularly in the programmatic marketplace.

Through our industry-leading data and measurement capabilities, we’ve enabled advertisers to further amplify their investment by leveraging Disney Select to reach specific audiences during the game.

Now, we’re taking our audience graph up to a new level by introducing: Disney Clean Room Powered by Disney Select.

Everything I’ve mentioned fuels our Programmatic Playbook – four plays that allow you to capitalize on the power of live sports and drive performance-led results. It’s your guide to capturing those unexpected moments, bringing your message to fans as they’re on the edge of their seats.

Here’s a preview.

Title 1 - Capture the Spike

More than 60% of sports streaming happens on the weekend. A key element of live is the unknown – from upsets to overtimes – these moments are pivotal to viewers and spark conversations well beyond the game.

Title 2 - Maintain Fluid Budgets

A fluid budget is a must. Advertising expenditure shouldn’t be evenly distributed during the week. We can advise on date exceptions, schedule changes and most importantly, planning goals, to ensure brands do not miss millions of fans watching over the weekend.

Title 3 - Flexible Frequency Capping

In the programmatic space, frequency requires flexibility, standard media rules don’t apply. Programmatic gives advertisers a unique opportunity to control frequency in real time. Extra innings and overtime are when viewers are on the edge of their seats. A standard cap could prevent an advertiser’s message from being seen and heard in these critical fan moments.

Title 4 - Leverage Data

Data is the secret sauce that delivers ad relevance and measurable impact. By tapping into Disney’s industry-leading data capabilities, programmatic buys become that much more powerful. Advertisers can utilize the over 1,000 first-party audience segments available through Disney Select, to reach fans in live sports content, or even in their favorite entertainment content after the game. Leveraging Disney Select within Disney Hulu XP offers fully addressable audiences at scale, across all brands and platforms, through one buy.

I want to leave you with this…programmatic represents a huge opportunity, but requires the right approach for brands to maximize success. The winning formula is Live + Flexibility + Data, and our Playbook is your guide!

If you’re ready to get the most out of live sports, please reach out to your Disney Account Representative for a huddle today.

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