ABC NETWORKS: ABC, ABC Family, the Disney Channel, Disney XD
Note: the Disney Channel does not air out of network advertisements.
ABC’s strategy of diversity seems to be paying off. The network posted solid gains in 18 – 49 year old viewing last year, and hopes to continue that by creating a little something for everyone with its programming choices.
Ethnic-themed programming like “Black-ish” and “Fresh Off the Boat” joins socially progressive themes like “Modern Family,” with a wide age and gender net of influencing both Disney and ABC Family networks. ABC Family, for instance, is ramping up programming aimed at young women entering adulthood. With 22 series being renewed overall, the network is keeping up viewer momentum and giving advertisers a familiar look.
The network’s “batch” airing strategy (where it runs new shows for several weeks, then takes a mid-season break only to return for another batch of fresh shows) allows it to test out new programs during the downtime of verified hits. The result is more risks, particularly with diverse viewing segments, thus the broader net of themed-focused shows.
Overview:
In the last 12 months, ABC has run ads for 1,810 brands across 158,839 commercials.
This year alone ABC has aired commercials for 1,240 brands with 53,874 commercials.
Spending patterns in 2015:
The network receives the bulk of its advertising dollars from: Auto Makers (11.70%), Wireless Electronics (5.49%), Movies (4.49%), Department Stores (3.56%) and Insurance Companies (2.91%)
The brands most active on the network include: Warner Bros. (1.47%), Verizon (1.46%), Sprint (1.42%), Chevrolet (1.23%) and Toyota (1.06%)
*TV Network promotions account for 13.37% of in network and out of network spend values
***more spend data available below
Engagement in 2015:
The industries most likely to generate a digital response: Wireless Electronics (19.10%), Fast Food (15.17%), Auto Makers (12.12%), Insurance Companies (8.40%), and Movies (6.33%)
The brands most likely to generate a digital response: McDonald’s (11.83%), T-Mobile (7.95%), Sprint (7.41%), Kellogg’s (4.69%), and GEICO (3.24%)
MORE:
ABC Family Overview
In the last 12 months, ABC Family has run ads for 1,311 brands, across 245,030 commercial spots.
This year alone ABC Family has aired commercials for 880 brands, with 80,403 commercials.
Disney XD Overview
In the last 12 months, Disney XD has run ads for 483 brands, across 197,594 commercial spots.
This year alone Disney XD has aired commercials for 258 brands, with 66,520 commercials.
ABC TOP SPENDERS:
