Disney’s Sponsorship Success in Holiday and Sports Content


This year, hundreds of brands have decided to celebrate the holidays with Disney.

Today, the company exclusively revealed to Adweek that around 100 additional advertisers have signed on for Halloween and holiday sponsorships since the beginning of October, which is an increase of 7x over the last two months.

According to John Campbell, svp, entertainment and streaming solutions, brands are responding to a variety of opportunities across the company’s portfolio.

“That’s why I think you’re seeing these hundreds of clients coming to us,” Campbell said. “We can bring creative packaging and assets across sports, streaming and specials like nobody else.”

According to data from an ePoll Audience Profile Study, which Disney shared with Adweek, 94% of Disney+ viewers watch the same or more Disney+ content during the holidays, 57% are tuned into holiday content and 67% are shopping for gifts.

Additionally—and most notably—45% of Disney viewers say they’ve purchased a product or service after seeing an ad across the company’s content, according to a Disney Dialogue Survey.

“That’s where we like to say we’re taking them—whether it’s in sports or entertainment—from content to the cart, from the screen to shop,” Campbell said.

And with Disney+ now one year into its ad-supported tier, the company is letting sponsors take advantage of new capabilities, including content-targeted campaigns that let advertisers activate alongside seasonal collections for the first time.

Brands now have the opportunity to play spots pre-roll and mid-roll alongside Disney’s Season’s Streaming collection, with titles such as Home Alone 2 and Noelle; its popular series with holiday episodes; and its top originals, including Marvel Studios’ Loki Season 2 and The Mandalorian.

“We put it out into market, and within less than a month, it sold out, and there was actually more demand that we could take,” Campbell said. “Hulu comes over to Disney+ in a meaningful way in March, and we want to make sure that we have opportunities for our clients to take advantage of audiences across all of our platforms.”

Brands joining in on the new capabilities include Gameloft, J.Crew, Navy Federal Credit Union, Synchrony Bank and Wayfair.

Sports are also proving to be a major draw during the holiday season.

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