Disney has a strategy in place to redirect live sports advertisers amid cancellations. As networks navigate fallout from ad sales due to sports cancellations, Disney is shifting live sports advertisers to other programming, including original shows on Freeform—and scrambling to find program replacements on ESPN for the next two months. According to the company, their entertainment brands have seen “increased audiences and engagement” on both traditional and digital platforms, including Hulu—which is no surprise: streamers are seeing some of the biggest boosts in use post-virus. Brands that had campaigns specifically tied to March Madness and other sporting events could encounter bigger challenges as they attempt to regroup. (Adweek)
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