DisneylABC President of Ad Sales Rita Ferro Details Approach for Kids Upfront

Ferro recently named President explainedamp160that their Upfront presentationamp160will focus on data that shows Disney Media39s strength in reaching families its ability to deliver through integrated partnerships and the art of storytelling New insights that zero in on viewing habits will be introduced including the company39s deep look at how kids really watch television and how audiences can be measured across devicesquotThis is really to give them a highlight of what39s going on in the landscape of kidsquot Ferro saidamp160of the presentation yesterday and today at Disneyland which will be repeated March 1315 at Walt Disney WorldThe Science of Reaching FamiliesUnderstanding crossplatform viewing habits has become the golden ring Diligently working on understanding children39s viewing habits Disney will present new data includingApproximatelyamp160onethird of the time childrenamp160between 6 and 12amp160spend with media is on devices such as phones tablets desktops and laptops which Nielsen does not measure This is increasingly important because 28 of Disney Media39s video impressions are on devices Nielsen does not measure so Ferro will discuss tools to help clients ascertain total audience reach across multiple platformsquotKids are moving to digital platforms faster than adults because they have grown up multiscreenquot Ferro said With the rare exceptions of sporting events and awards shows quotthey have never known what it was to have appointment televisionquotAs much as 43 of childrenamp160between ages 6 and 12amp160use a second screen while watching TV according to a 2016 LMX Family StudyIncidentally children are the natural multitaskers many adults wish they were For instance while watching TVamp16076 of the kids are eating 43 are playing online 40 are playing with toys and what might be really surprising is that 38 are watching online videos Parents might be interested to know that 31 are also doing homework while watchingMany companies focus on adults39 viewing habits though Disney naturally has set its sights on younger viewers Still it is not solely focused on youth Disney knows parents very often sit with children during shows so TV watching becomes family time and during family time plans are madeDisney Magic Delivered in Integrated PartnershipsquotThe data we have on our consumers and how that comes together is more powerful when thinking about the deal with advertisers and how we use it to create custom solutions that extend across platformsquot Ferro saidFor example this summer marks a decade of Best Western partnering with Disney Best Western will be a sponsor of the upcoming Disney Channel movieamp160Descendants 2 launching a campaign that showcasesamp160how Disney Media leverages multiple media channels that help clients reach consumers in the US and in this case Canada The campaign includes a sweepstakes giving entrants a chance to meet the movie39s starsMeanwhile another Disney longterm partner Nintendo is introducing a new product called Switch an innovative systemamp160which transforms from home console to a portable devicequotThey have been really great about how they think about launching productsquot Ferro said quotThey are creating custom content that showcases how you play with the system and how you take advantage of the bells and whistles of the systemquotamp160Disney actors Joey Bragg Liv and Maddie Jenna Ortega Stuck in the Middle Kamil McFadden and Veronica Dunne KC Undercover will host a social media event live when Switch debutsEnsuring clients understand Disney Media39s strength in reaching families remains paramount Ferro touted the importance of the Radio Disney Music Awards RDMA which will air as a twohour special April 30 on Disney ChannelNow in its fifth year the award show continues to grow amp160Sponsorship of this year39s RDMA by American Girl Aquabeads Chrysler The Walt Disney Studios Comcast39s Xfinity Goldfish crackersamp160and KRAFT among others is designed to engage viewers on linear television digital mobileamp160and social contentStorytelling Where it All BeganquotWhen we think about storytelling Disney has a rich history and heritagequot Ferro said amp160quotWhen you think about reimaging for a new generation how we bring special connections we have connections that exist throughout the family mom and kid time That coviewing experience is a tremendously strong experience anchored in what mom might have seen when she was younger and is seeing nowquotComing up are the series Big Hero 6 Disney XD Andi Mack Disney Channel Tangled The Series Disney Channel a reimaginedamp160Muppet Babies Disneyamp160Junioramp160and the return ofamp160Scrooge McDuck and family in a new incarnation of DuckTales Disney XD DuckTales is pictured belowquotIt is really important for us as we think about each show and how they are inherently Disney and the amount of opportunity brands want to associate withquot Ferro said quotAt the end of the day you know what you are getting when you come to Disneyamp160It is really how we are able to measure it across all sourcesquotClick on the social media tiles above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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DisneylABC President of Ad Sales Rita Ferro Details Approach for Kids Upfront

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DisneylABC President of Ad Sales Rita Ferro Details Approach for Kids Upfront

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Jacqueline Cutler

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