Disney is soaking up new commitments from advertisers in one of the driest “upfront” markets seen in recent years, and the company’s efforts to win those ad dollars from Madison Avenue have some rivals spitting out dust.
In a bid to win overall commitments, Disney has been striking deals that call for significant “rollbacks” in the rates itcharges to reach 1,000 viewers — a measure known as a CPM — on its Disney+ streaming hub, according to six people with knowledge of recent discussions in the industry’s “upfront” market. Each year during the upfront, U.S. media companies try to sell the bulk of their commercial inventory for their next cycle of programming.
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