Ads on Disney+. The company will offer a new subscription: cheaper monthly, but with the presence of advertising.
Disney+ is ready to add a new subscription option with ads. The company’s president of ad sales and partnerships, Rita Ironspoke to the newspaper Wall Street Journal. In it he explained the new streaming service subscriber option and also shared the plan of the House of the Mouse to collect data. “We will never collect data on individual children to target them,” the company executive promised.
The report revealed that Disney+ plans to have approximately four minutes of ad load every hour. This amount is surprisingly smaller than most of the competition, as will be the case with Netflix when they finalize it. And also much less time than can be found on traditional television. Rita Ferro revealed, for example, that the level of publicity of Hulu it shows ads for almost twice as long as its proposal.
If we continue to compare, the service peacock from NBCUniversal It has around five minutes of commercials every hour. On the other hand, Warner Bros. Pictures shared that hbo max It would not have more than four minutes of commercials every hour if they end up materializing it. As for traditional television, ad loads in the United States typically range from 18 to 23 minutes every hour, according to research by Kantar.
Advertisers, in search of the lost jewel: young people
The Wall Street Journal noted that ad buyers say Disney+ intends to charge advertisers between $50 and $60 per thousand viewers. However, Rita Ferro declined to comment on any of the aforementioned prices.
Still, ad buyers revealed that the price range is in line with other streaming services. Despite that, the price of Disney+ is still very high, considering that brands cannot request that their ad appear on a specific schedule or time.
Amidst all of this, the Wall Street Journal acknowledged the fact that the prospect of advertising on Disney+ is certainly exciting for advertisers and businesses. At the end of the day, streaming services are the best when it comes to reaching the youngest, a social group that uses traditional television less and less.
Care and respect for the little ones
In a separate report, Variety noted that Disney+ alerted advertising agencies that this new subscription option would not accept political or alcohol ads. In addition, the streaming platform is also not expected to take ads from outlets or entertainment studios that are part of the competition. This will prevent rivals from attracting your subscribers.
Disney+ is also slightly cautious about running these ads alongside TV series aimed at preschool audiences. It will also not serve ads when a user profile indicates that a young child is watching the shows.