Disney's 2023 Upfront Appeal: Our Unrivaled, Diverse Connections Matter

The Big Message: In so many ways and through several TV platforms -- linear broadcast network, linear cable channels, megacontent services and smart TV product-circulated services -- Disney has the innovative, unrivaled programming and technology to connect brands with the best audiences. Those connections, increasingly, are welcomed by communities of color and other underrepresented people who deserve greater advertiser investment. "Multicultural is mainstream," said Disney Advertising Sales President Rita Ferro (pictured below). "It's time to lean into all dimensions of diversity."

Hosts: Ferro opened and closed the proceedings, turning the time in-between over to a mix of ABC and ESPN anchorpeople and personalities, including SportsCenter's Hannah Storm and Elle Duncan, lead World News Tonight anchorperson David Muir, Good Morning America co-host Michael Strahan and American Idol host Ryan Seacrest.

What Worked: Offering a mini-parade of sports notables in the opening segment about ESPN, kicking off with tennis champion Serena Williams and ending with Damar Hamlin (pictured at top, center), the Buffalo Bills defensive player who captured the nation's attention when he collapsed on the field during a Monday Night Football game this past January. Hamlin's standing ovation from the audience and his thoughts about returning to football and living to impact others for the better was a top Upfronts/NewFronts moment of 2023.

What Also Worked: An extremely rare segment during any Upfront on the values of local TV station journalism and community outreach, well-delivered by Sade Baderinwa and Bill Ritter, Eyewitness News co-anchorpeople at WABC-TV New York. Efforts by other ABC-owned stations were also highlighted.

What Didn't Work: A few things during this two-hour affair. Ferro declined to spell out how advertisers can utilize Disney+'s limited ad format in unique ways, such as interactive and shoppable/commerce messages. The ESPN portion, taking up most of the first hour, didn't spend much time on ESPN+, which marked its fifth anniversary last month, or ESPN Deportes. Developments at Freeform and Onyx Collection were absent from the scripted content segment near the end. And, finally, the decision to highlight FX on Hulu's much-anticipated take on the classic NBC miniseries Shogun by having 100 samurai-dressed people march down the aisles, swinging swords and doing battle on the stage. When you have a great, highly atmospheric Shogun sizzle reel on hand, was all that admittedly well-staged spectacle necessary?

Data Points: One-third of all Disney TV buys are now programmatic, with Ferro declaring that this technique will be a core component of every Upfront transaction for the 2023-24 season. Through ESPN, ABC, ESPN's family of cable channels and ESPN+, Disney now offers more than 94,000 hours of live sports a year. During the last 12 months, Good Morning America has reported from all 50 states and across the globe.

News: Due to the writers' strike, ABC will have a fall 2023 primetime lineup dominated by a mix of unscripted, sports and game show series, plus Sunday night movies under classicThe Wonderful World of Disney banner. The only scripted entry: a Wednesday night hour of Abbott Elementary reruns. One fall unscripted newcomer is The Golden Bachelor, an offshoot of The Bachelor franchise featuring seniors. For the first time, Judge Steve Harvey, Press Your Luck and The $100,000 Pyramid will be on ABC's fall schedule. At Disney+, Marvel Productions' Echo and the second season ofLoki will launch November 29 and October 6, respectively, while new Star Wars series The Acolyte is set to premiere next year. Hulu's slate of new 2023-24 series incudes Black Cake, a combo family/murder mystery saga from Oprah Winfrey's Harpo Films. Upcoming ESPN attractions this fall include the arrival of uber-popular podcast The Pat McAfee Show, getting a weekday afternoon simulcast on ESPN+ and McAfee's dedicated YouTube channel.

Parting Words:

"We are redefining what performance and success looks like for your clients. We deliver in scale and performance." -- Rita Ferro, Disney Advertising Sales President

"I can't wait to share Disney with the new member of my family. Wanted to break the news here, but the Met Gala beat me to it." -- Tennis superstar Serena Williams, whose career will be profiled in the new ESPN docuseries In the Arena: Serena Williams.

"I realize I can just put my mind to anything I want." -- Buffalo Bills defensive player Damar Hamlin

"This is a company committed to journalism beyond the headlines." -- World News Tonight anchorperson David Muir

"We couldn't be happier with the (TV series) visions and opportunities afforded us." -- Kathleen Kennedy, Lucasfilm President

"Every FX series keeps setting a new bar." -- Ryan Seacrest, host of American Idol

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