Disney Accelerates Its $600 Mil. Media Review

Unlike most blue-chip media reviews, The Walt Disney Co.’s buying and plan ning search will be conducted at a blis ter ing pace. And agency executives 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 nation’s sluggish economy and business drop-off from last month’s terrorist attacks took a toll on Disney’s financial picture.