Disney Looks to Increase Diversity Onscreen, Behind-the-Scenes—and in Ad Buys

Disney brands ABC, FX and Freeform have all been emphasizing increasing the number and quality of diverse stories onscreen, and ahead of its upfronts presentation today, the company’s executives are also focused on improving it behind-the-scenes, starting with a commitment from its ad sales chief to invest more in multicultural content. “When it comes to this year, we want every partnership—every single one—to have multicultural commitments, as well as inclusive creative,” Rita Ferro, president of advertising sales and partnerships, told reporters during a press briefing ahead of Disney’s annual upfront event Tuesday afternoon. “For this upfront, we are making it easier for brands to get on board and walk the walk with us.” Part of that approach is centered on highlighting to advertisers the opportunities to sponsor diverse stories across Disney-owned brands, all of which highlighted upcoming projects that look to elevate under-represented voices. “We are doubling down on our dynamic storytelling of the past and telling meaningful stories where all audiences feel seen,” Ferro said. “When brands lean into the strategy, it resonates big.” Multicultural opportunities for advertisers Some of the opportunities for advertisers include dedicated projects like the sports and culture site The Undefeated and the newly announced creative brand Onyx Collective, which is curating a slate of entertainment programming by creators of color and other underrepresented voices for Hulu and other Disney brands. The Onyx Collective, led by Freefrom president Tara Duncan, has already acquired titles like the documentary Summer of Soul (or, When the Revolution Could Not be Televised), which will be released July 2 on Hulu, and an adaptation of The 1619 Project, based on The New York Times Magazine and Nikole Hannah-Jones’s editorial feature and educational materials of the same name. Janelle Monáe Narrates New York Times Ad for The 1619 Project Other projects are available across Disney’s suite of brands and platforms, all of which are highlighting programs, shows and films in the works that will tell stories of underrepresented voices. ESPN is leading a landmark programming effort spanning the month of June to present a collection of 50 stories about women in sports and in society, commemorating the 50th anniversary of Title IX (the civil rights law that protects people from sex-based discrimination in education and in any activities that receive federal funds). Those projects will extend across the entire Disney company, said ESPN evp, programming and original content Burke Magnus. The Undefeated and Getty Images are also working on a visual project highlighting some of the landmark moments across history that have shaped Black culture, Magnus said; details of that project remain mostly under wraps. (ESPN also announced other projects Tuesday, including a Derek Jeter docuseries that will follow his rise at the New York Yankees, as well as Once Upon a Time in Queens, a four-part 30 For 30 installment following the New York Mets during their last World Series championship in 1986.) The themes were evident across Disney’s vast portfolio. Courteney Monroe, president of National Geographic Global Television Networks, said that the network’s six-week shark-focused programming event, SharkFest, had struck a deal with the organization Minorities in Shark Science, or MISS, to bring more diverse scientists and shark researchers to the screen for their annual programming block. Additionally, Monroe announced that the network would donate $50,000 to Fort Valley State University, a historically Black university that is the alma mater of Dr. Vernard Hodges, who stars in the unscripted National Geographic series Critter Fixers: Country Vets alongside Dr. Terrence Ferguson. “We are very committed to empowering more diverse voices in front of and behind the camera,” said Monroe, who said the network has established inclusion standards across all of its productions. “We have a lot to do, but I am really proud of the meaningful change that we have fostered so far.” ABC Sets Its Wonder Years Reboot for Fall, Delays Black-ish Sendoff Until Midseason That commitment is also reflected in new programming coming to ABC, Hulu, Freeform and FX, which are looking to leverage the cross-platform opportunities to serve an increasingly diverse audience set that watches from various touchpoints. On FX, all of the network’s returning linear series saw an increase in viewership by an average of 55% between seasons, said FX chairman John Landgraf, a boost he attributes to the added reach of the FX on Hulu hub; comedy What We Do In the Shadows saw a nearly doubled audience between seasons, while Dave became the most-watched new FX series in history, due mainly to the FX on Hulu audience. FX is leaning in, and it's increasing its output to about 35 shows a year—most of which will be scripted—on FX, FXX and FX on Hulu. Landgraf stressed that diverse stories and voices will be prioritized in these shows. “We are proud that FX’s programming reflects our world and is reflective of the artists that make those shows,” he added. Those boosts are happening elsewhere throughout the company. Good Trouble, the Freeform spinoff of the drama The Fosters, saw its most-watched season ever on Hulu, Duncan said; the back half of the third season will come back to linear on July 14. Craig Erwich, president, Hulu Originals and ABC Entertainment, said there’s a “symbiotic relationship” between ABC and Hulu, which allows both brands to “reach entirely new sets of audiences.” One other example: Grey’s Anatomy, which is both a ratings juggernaut and one of the most-watched broadcast shows on Hulu. There are no plans to say goodbye to that series: “We will take Grey’s Anatomy for as long as we can,” said Erwich, who unveiled his first ABC fall schedule Tuesday morning. In addition to the programming line-up, Disney is also debuting the Disney Culture Index. The tool uses scores from the industry metrics Gender Equality Measure, the Cultural Insights Impact Measure and Disney’s proprietary Creative Contextual Measure to score and optimize ad creative against metrics like inclusive casting, cultural authenticity, cultural relevance and business outcomes, said Lisa Valentino, evp, client solutions and addressable enablement, Disney Advertising Sales. “This will be a game-changer for our clients,” Valentino said. “Today’s consumers want brands that share their values.”