Activating Fandom - Disney Advertising

July 22, 2024

ACTIVATING FANDOM:

Three Ways Advertisers Can Meet Every Moment With Impact

Disney Advertising

Tapping into fandom provides advertisers a direct line to highly engaged audiences. By aligning with iconic franchises, celebrating cultural moments, and leveraging data-driven solutions, advertisers can boost awareness, perception, and loyalty for their brands. Disney celebrates every moment for audiences and advertisers through the power of creative excellence and innovation.

Here are three ways advertisers can meet the next big moment for their brand.

HARNESS THE POWER OF ICONIC BRANDS & FRANCHISES FOR EFFECTIVE REACH

55 BILLION HOURS
WATCHED ACROSS DISNEY IN 2023

4 OF THE TOP 5
MOST STREAMED MOVIES OF 2023 WERE ON DISNEY+

#1 SPORTS BRAND
(33% SHARE OF ALL US SPORTS MINUTES)

With Strong Brand Affinity for Core Disney Brands
Reaching Key Audiences

KEY SELLING DEMOS
(High Composition of
A18-49 and A25-54)

(112 Index)

0 %

(115 Index)

0 %

MULTICULTURAL
(Strongest Composition
among all brands)

AFFLUENT
(HHI $100K+)

(120 Index)

0 %

(112 Index)

0 %

FEMALE SKEWING
24% increase among Women during May the Fourth in 2024

With Strong Brand Affinity for Core Disney Brands
Reaching Key Audiences

(112 Index)

0 %

KEY SELLING DEMOS
(High Composition of
A18-49 and A25-54)

(115 Index)

0 %

MULTICULTURAL
(Strongest Composition
among all brands)

(120 Index)

0 %

AFFLUENT
(HHI $100K+)

(112 Index)

0 %

FEMALE SKEWING
(24% increase among Women during May the Fourth in 2024)

(Affinity: US A18-49 who consider themselves interested in the brand or its characters.

Ad-supported and Ad-free viewing included, CTV and US only.)

Activate Disney+ and Hulu to Find
New and Engaged Audiences

of New Subscribers Choose
the Ad Tier at Sign Up

0 %

Incremental Reach
when adding Disney+ to
Hulu campaigns

+ 0 %

Low Duplication

Across Disney+ and Hulu
(7% of AVOD users watch both)

A TOP 10 TITLE ON

ALL SEASONS NOW ONLY ON HULU!

(based on Hulu viewers and hours watched.)

HIGHEST SERIES PREMIERE OF ALL TIME ON

(ad-supported and ad-free viewing included)

STEP INTO THE SPOTLIGHT WITH CULTURAL MOMENTS THROUGHOUT THE YEAR

LIVE ENTERTAINMENT

Award Shows and Seasonal Specials

CULTURAL CELEBRATIONS

Heritage and PRIDE Months, Holiday Hubs,
and Fan Celebrations

STAGE-TO-SCREEN EXPERIENCES

Music Concerts and Documentaries from your favorite artists

Sports at Scale

Across Nearly Every League: from Kickoffs and Tipoffs to Confetti Drops, Trophy Lifts and Draft Days

Case Study Spotlight: Iconic Partnerships on Repeat
In February 2024, Disney and Lays celebrated Groundhog Day with custom commercials that looped across ABC and Hulu for the day. Watch the spots here:

This campaign drove impressive brand lift metrics, with spikes in memorability and social activity. Compared to Lay’s average ad performance in the last 12 months and social engagement average in the last 30 days:

Ad
Memorability

+ 0 %

Message
Memorability

0 X

Social
Engagement

+ 0 %

New Social Followers One Day After the Campaign

0 K

This campaign especially resonated with Gen Z audiences, beating the Salty Snacks category norms in ad memorability by +28%.

– John Campbell, SVP,
Entertainment and Streaming Solutions, Disney Advertising

INNOVATE WITH DATA-DRIVEN SOLUTIONS THAT TELL A STORY ABOUT YOUR AUDIENCE

WAYS TO ACTIVATE WITH DISNEY

3X

BETTER MATCH RATES VS THIRD PARTY

INTEROPERABLE

ACROSS 1P AND 3P AUDIENCE DATA

2,000

PROPRIETARY AUDIENCE SEGMENTS WITHIN THE DISNEY AUDIENCE GRAPH

For over 100 years, Disney has led the way in connecting with audiences through iconic franchises and captivating storytelling. With 183 record-breaking Emmy® nominations this year, Disney continues to set new standards for creative excellence. This leading, award-winning content portfolio offers unparalleled opportunities for advertisers to connect with fans.

READY TO break through WITH FANDOM?

Reach out to your Disney Advertising lead for details.

Sources:55B Hours: NIELSEN (NPOWER), DEC22-DEC23. Returning Series: Hulu Internal. Sports Brand: NMI. Brand Affinity: GfK MRI Spring 2022 TWDC Proprietary Study, Base: A18+. Audience Comps: Nielsen Npower Ratings Analysis Program Report Live +SD P2+ CY 2023. Disney+AVOD, duplication and Incremental Reach: Disney Advertising Internal Data, April 2024. MarketCast, Lays Standard Ads on ABC 2.2.23 vs. Standard Ad Performance Norms and vs. Salty Snacks Category = Chips, Nuts, Pretzels, Popcorn; ListenFirst, 2/2/24, Lay’s Social Handles. Data featured in this article is inclusive of ad-supported and ad-free viewing unless otherwise noted.