Disney’s 2025-2026 Upfront: A Deep Dive into the Future of Advertising
Disney Advertising has concluded its 2025-2026 Upfront negotiations, signaling key trends in the evolving advertising landscape.Despite a dynamic market, the overall volume remained consistent with the previous year, driven by robust performance in sports and streaming. This outcome underscores Disney’s continued strength in delivering value to advertisers even amidst industry shifts.
Streaming Takes Center Stage
The most notable takeaway? Streaming volume is surging.It now accounts for over 40% of Disney’s total Upfront volume – a figure consistent with last year, but indicative of a powerful, ongoing trend.Advertisers are increasingly recognizing the power of reaching audiences through Disney’s expanding streaming portfolio.
This commitment to streaming aligns with the broader industry move towards ad-supported inventory globally. Disney is strategically positioning itself to capitalize on this growth, offering advertisers diverse and effective avenues for connecting with viewers.
Sports Advertising Remains a Powerhouse
Sports continue to be a major draw for advertisers. Disney secured nearly $4 billion in sports advertising volume across both linear and addressable platforms. This demonstrates the enduring appeal of live sports and the value of long-term partnerships.
Here’s a breakdown of key highlights:
Multi-Year Deals: 69 multi-year agreements were finalized, showcasing client loyalty and a belief in the strategic value of thes relationships.
Monday Night Football & College football: Both experienced double-digit volume growth, proving the continued popularity of these flagship programs.
Women’s Sports Surge: Demand for women’s sports is skyrocketing, with double-digit percentage growth fueled by events like the NCAA Women’s Basketball Tournament and the WNBA. Emerging sports like softball and volleyball are also gaining traction.
NBA Growth: The NBA saw high single-digit volume growth, boosted by the NBA Finals and the popular Inside the NBA program.
Key Events Drive Early Bookings
Disney’s tentpole events are already attracting significant advertiser interest. Early bookings are strong for high-profile broadcasts like:
The Oscars
The CMA Awards
Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest
Notably, the Oscars nearly doubled the number of units sold during the Upfront compared to the previous year, signaling renewed enthusiasm for this prestigious event.
Expanding Agency partnerships & Top Performing Categories
Disney Advertising is actively broadening its reach by cultivating relationships with independent agencies. These agencies experienced double-digit volume growth across both sports and streaming, demonstrating a diversifying client base.The top performing advertising categories included:
financial Services
Consumer Packaged Goods
Pharmaceuticals
Beverages
These categories continue to thrive, mirroring broader marketplace trends and indicating consistent advertiser demand.
What This Means for Advertisers – And You
As Rita Ferro, President, Global Advertising at Disney, stated, this Upfront highlights the “enduring power of storytelling, premium environments, and that the value of trusted relationships matter to marketers.”
What dose this mean for you, as a marketer?
Embrace Streaming: Don’t underestimate the power of streaming. it’s no longer a secondary consideration; it’s a core component of a triumphant advertising strategy.
Invest in Sports: Live sports remain a highly effective way to reach engaged audiences. Consider women’s Sports: The growth in this area presents a unique possibility to connect with a rapidly expanding fanbase.
Prioritize Partnerships: Building strong relationships with media companies like Disney can unlock valuable opportunities and ensure access to premium inventory.
Evergreen Insights: The Future of TV Advertising
The Disney Upfront isn’t just about this year’s deals; it’s a window into the future of television advertising. we’re seeing a clear shift towards a more fragmented, data-driven landscape. Advertisers are demanding greater versatility, more precise targeting, and measurable results.
This means:
Addressable Advertising is Key: The ability to deliver personalized ads to specific households is becoming increasingly vital.
Data Analytics are Essential: Advertisers need robust data analytics to track performance, optimize campaigns, and demonstrate ROI.
Cross-Platform Integration is Crucial: A seamless experience across linear TV, streaming, and digital platforms is vital for maximizing
