Brian Steinberg Senior TV Editor Disney is soaking up new commitments from advertisers in one of the driest “upfront” markets seen in recent years, and the company’s efforts to win those ad dollars from Madison Avenue have some rivals spitting out dust.
In a bid to win overall commitments, Disney has been striking deals that call for significant “rollbacks” in the rates it charges to reach 1,000 viewers — a measure known as a CPM — on its Disney+ streaming hub, according to six people with knowledge of recent discussions in the industry’s “upfront” market.
Each year during the upfront, U.S. media companies try to sell the bulk of their commercial inventory for their next cycle of programming.
Disney has in some cases agreed to reduce CPMs for Disney+ by as much as 10% to 15%, according to some of the executives. In exchange for the lowered rates, Disney is securing deals that call for a certain level of volume of ad support across its portfolio.
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