The Enchanting Power of Disney: Spooktacular Halloween Magic Seeping into the Holiday Season!

Disney Advertising announced today a lineup of sponsors for its Halloween and holiday season programming. These sponsors come from various industries including CPG, food and beverage, automotive, and retail. The presence of both new and returning partners showcases how marketers are adapting to the expanding holiday season and embracing new trends. According to John Campbell, senior vice president of client partnerships at Disney, brand marketers are considering how they should be involved during the holidays and when this involvement should begin. Consumer behavior, such as discussing Halloween costumes right after Christmas and creating a Christmas list throughout the year, is influencing marketing strategies.

Disney has over 30 sponsors for Halloween, including Hulu, Freeform, and FX. The Hershey Company has signed a two-year deal to have brand spots on Hulu's Huluween and Freeform's "31 Nights of Halloween" programming. Huluween, which is in its sixth season, is a fan favorite, with 78% of viewers on the platform enjoying it and resulting in 3 billion streaming hours.

Disney also has more than 15 sponsors for its holiday season programming. Kohl's is returning for the ninth year as the sponsor of Freeform's "25 Days of Christmas," while Ford Truck is sponsoring Hulu's holiday campaign for the second year. Other sponsors for holiday programming include JCPenney, Sephora, Planet Fitness, and Balsam Hill.

Disney's holiday programming not only includes the popular "25 Days of Christmas," but also CMA Country Christmas, Dick Clark's New Year's Rockin' Eve with Ryan Seacrest, and a unique offering of NBA games and Monday Night Football on Christmas. Both endemic and non-endemic brands are showing interest in sponsoring Halloween and holiday events. According to Campbell, Disney is open to both brands looking to align with their existing content and those seeking a custom approach. The goal is to create a campaign that integrates creativity and technology seamlessly.

A “Spooktacular Charcuterie Board" made of KitKat and Reese's candies

Courtesy of Disney Advertising

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An example of this can be seen in last weekend's "Toy Story Funday Football," where the Atlanta Falcons and Jacksonville Jaguars game was animated in the style of the Pixar classic, in real time. Disney CreativeWorks, the company's in-house creative consultancy, specializes in creating custom content, such as a "Spooktacular Charcuterie Board" made from KitKat and Reese's, which will be promoted on Freeform.

While many brands returned as sponsors this year, some are now signing multi-year deals not specifically related to sports, but rather focused on tent pole event programming. Brands are seeking to go the extra mile this year, especially on streaming platforms that offer more opportunities for innovation.

"Marketers are actively seeking content that resonates with their audience and drives them further along the purchase journey," he stated. "To accomplish this, we have invested significant effort into refining our ad platforms, collaborating with our teams, and working with our vendors to develop a comprehensive commerce suite."

Expanding its advertising and commerce capabilities is vital for Disney as it navigates a challenging period in the entertainment industry. In August, the company experienced its lowest stock performance in almost nine years, prompting CEO Bob Iger to implement a strategic turnaround plan after his brief retirement in 2022.

Disney is focusing on expanding its ad-supported tier on Disney+. This will make it more similar to Hulu. Despite subscription and ad fatigue among consumers, holiday-related ads perform well on Disney's platforms. According to Disney's research, 86% of Disney viewers have a positive opinion of the ads. Additionally, 55% of viewers claim that the ads help them make holiday season purchases, and 63% research products or services they have seen in the ads. Disney believes this approach is successful because it enhances the consumer experience rather than disrupting it. This has resulted in many brand partners returning to work with Disney.