With the coronavirus pandemic still keeping much of the country shut down Disney is sending a reassuring message for buyers that may have pulled back amid the pandemic
With the coronavirus pandemic still keeping much of the country shut down , The Walt Disney Co., in advertising roadshow presentations with marketers, is sending a reassuring message for buyers that may have pulled back amid the pandemic. In a year where there likely won’t be a traditional upfront or traditional TV season, the company is pitching the breadth and depth of its offerings as well as its storytelling expertise as a safe place to invest their budgets.
Ferro says that with most advertisers having “long-term relationships” with the company, it is approaching talks this year with flexibility in mind, be it shifting ad spend from one channel or platform to another, or canceling a buy entirely. One example: as the country reopens, some advertisers may want to focus their spend on regions where they are open for business, while avoiding others.
“It has been something clients have been asking for for a long time, and we will be able to deliver it this upfront,” Ferro says. “The pandemic disrupted the traditional pilot season in a way we couldn't have predicted,” Burke says in the roadshow presentation, noting that the network ordered backup scripts from producers and adopted a straight-to-series strategy, along with continued virtual writers rooms so that production can pick up as quickly as possible one permitted to do so.
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