Disney Sees Sell-Out for Oscars Ads — And Not Just on TV

variety.com:

Brian Steinberg Senior TV Editor The Oscars is not just a TV event for the company working to sell the commercials that support it.

With the annual awards show slated to stream live on Hulu for the first time, alongside its regular broadcast on ABC, Disney devised packages that took sponsorships well beyond the program itself.

Ads tied to Oscar sales also include sponsorships of “Good Morning America” and “Live With Kelly and Mark” the following day, and even an international deal that has Christian Dior sponsoring a flight of movies on Disney+ in both France and the U.S. “We are seeing people and brands really want to attach themselves to cultural currency and cultural conversations,” says John Campbell, senior vice president of entertainment and streaming solutions for Disney Advertising, during an interview.

Disney saw “this flurry of demand coming out of our upfront last year. We had significant numbers of units sold. And we had the vast majority of our units sold weeks in advance of the show.” Disney announced official sell out of all commercial inventory tied to the event — TV, streaming, social and more — Friday morning.