Brian Steinberg Senior TV EditorMadison Avenue’s interest in digital ads, sports and new concepts tied to bolstering messages of diversity helped Disney close a fast-paced upfront that saw more than 40% of total dollars committed to the company go to streaming and interactive venues, the latest sign of how advertisers are working differently with some of the nation’s most traditional media companies.“We led with streaming this year.
You always hear how broadcast leads in the upfront, and we saw an opportunity this year to change that and we did it well,” said Rita Ferro, president of Disney Advertising Sales, in an interview.Advance commitments from advertisers grew the most in streaming and sports, according to people familiar with the.
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