Disney is the latest publisher to cross the upfront finish line. On Monday, Disney closed its strongest upfront ever, reporting $9 billion in advertiser commitments from every major holding company and key deals across entertainment, streaming, sports and inclusion, according to the company.

Disney+’s upcoming ad-supported tier, and addressable and measurement offerings drove demand, with 40% of total upfront dollars going to streaming and digital thanks to Disney+, ESPN+ and Hulu.

A source familiar with the matter noted the company was excited to bring Disney+ to the upfront. The marketplace reacted very positively to the offering, with clients gravitating toward the overall platform, the scale and the diversity of content.

“Disney Advertising entered our 2022-2023 upfront committed to executing on our strategic priorities—streaming, multicultural and inclusion, sports and entertainment—and we delivered,” Rita Ferro, Disney’s president of advertising sales and partnerships, said in a statement. “ This marks a historic close to our strongest upfront ever.”

Last year, the company also saw a strong upfront, with Disney’s ad sales team securing double-digit CPM increases across broadcast dayparts, cable and its major sports franchises, including NFL, NBA and college football. Overall revenue also rose last year, with 40% of the sales coming in streaming and digital.

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