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Despite Headwinds, Disney Expects Volume Gains In Kids’ Ad-Sales Market

10 July 2014 12:44 PM, PDT | Variety - TV News | See recent Variety - TV News news »

Disney thinks it has made a few steps forward in its effort to lure ad dollars to its kids’ programs, despite a difficult market.

The so-called “kids’ upfront,” the market in which Viacom’s Nickelodeon, Time Warner’s Cartoon Network and other youth-skewing players attempt to land approximately $800 million in advertising for their coming season of programming, continues, but Disney expects overall volume of advance commitments for all of its properties to increase, said Rita Ferro, executive vice president of Disney Media Sales and Marketing, in an interview.

“We consciously made an effort to go for share versus pricing,” Ferro said, moving to drive volume rather than haggle over a measure known as a Cpm, or the cost of reaching 1,000 viewers, which is a central element of these annual “upfront” talks between advertisers and TV networks. The company also made a strong pitch behind the idea of “co-viewing,” or an »

- Brian Steinberg

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2014 | 2013

1 item from 2014


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