Disney CFO: Time-shifted Ads Have Value

Disney’s ABC gave in on selling upfront based on live and live-plus prime-time viewing but CFO Tom Staggs told attendees at the Deutsche Bank conference the model will change. “I think there is value to advertising that’s viewed on a time-shifting basis. Not everyone who has a personal video recorder skips the ads. … That model in selling advertising over time is going to shift.” He sees a blend of “what we now think of as traditional advertising, new forms of advertising and more paid content on TV and video-on-demand.”
— Staggs also said Disney has sold 6 million downloads on iTunes, 3 million of “Lost” alone.
— And he repeated the concession that Mobile ESPN “is a little slower going than we thought it would be.

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