Advertising Industry
Industry: Email Alert RSS FeedRevenue Building: Disney adds ads to kids' cable net.
Advertising Age, February, 2002 by Friedman, Wayne
To eke out new revenue, struggling Walt Disney Co. is selling sponsorships on the Disney Channel, for 19 years an ad-free oasis of kids' cable. The shift is bound to affect the already depressed TV kids advertising market.
Disney Channel's charter advertiser is McDonald's Corp., the fast-food franchise that has a multimillion-dollar, 10-year corporate alliance with the network's parent company. Media executives estimate McDonald's will spend an incremental $2 million to $3 million a year on the buy.
Ultimately, Disney stands to make a lot more than that by opening the door to marketers. Cable executives believe the Disney Channel, a top 20 cable network, has been an untapped asset for years. Viacom kids' network Nickelodeon, similar in reach to Disney...
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