Disney Channel Sees Big CPM and Volume Gains as Toy Companies Expand Holiday Ad Buys

Surging category propels upfront

As more media companies pull within sight of the finish line, Disney Channel is the latest to conclude its upfront negotiations. The company—which includes Disney Junior and Disney XD—saw big CPM (cost per thousand viewers reached) and volume gains this year thanks to a huge assist from the surging toys category, which is expanding beyond the traditional September-to-November holiday season ad spend.

CPMs across Disney's platforms increased between the high singles and low doubles, while volume jumped 20 percent over last year's upfront, said Rita Ferro, evp of Disney media sales and marketing.

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