Disney Advertising has concluded its 2025-2026 upfront negotiations, reporting steady year-on-year volumes and strong growth across sports and streaming.
Sports advertising across Disney’s linear and addressable inventory neared $4 billion, driven by 69 multi-year deals. Flagship properties like Monday Night Football and College Football posted double-digit volume growth. Women’s sports also surged, with significant increases for the NCAA Women’s Basketball Tournament, WNBA, and emerging formats like softball and volleyball.
The NBA portfolio registered high single-digit gains, particularly around marquee moments like the NBA Finals and Inside the NBA.
Streaming remains a critical growth driver, contributing over 40% of total upfront volume-consistent with last year. This reflects Disney’s continued shift toward ad-supported digital formats, bolstered by expanded global inventory.
Rita Ferro, President of Global Advertising at Disney, said, “As change accelerates in the ad landscape, this upfront underscores the enduring value of premium storytelling, trusted environments, and deep marketer relationships. Our scale in streaming and live events continues to drive results.”
Disney also secured early commitments for major live tentpoles such as The Oscars, CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve. Notably, The Oscars saw ad unit sales nearly double compared to last year.
Independent agencies recorded double-digit growth across Sports and Streaming. Key advertiser categories-including financial services, CPG, pharma, and beverages-also demonstrated strong momentum, reinforcing Disney’s broad appeal across sectors.
