Disney Throws Media in Review

Unlike most blue-chip media reviews, The Walt Disney Co.’s buying and planning search is expected to be conducted at a blistering pace. Agency executives and observers agreed that price is likely to be the most important factor.

“They’re using all the strategies they can to maximize their dollars,” said one executive. Last year, Disney spent just under $600 million on measured media, according to CMR.

Although the source said the review “is not driven by the economy,” the decision follows a period in which the sluggish economy and business dropoff from last month’s terrorist attacks took a toll on Disney’s performance.