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State of the Screens

Disney Wants Advertisers to Buy Hulu, TV Networks Together

By June 10, 2020No Comments

Cross Screen: Disney is launching an offering called Disney Hulu XP that will combine Hulu and Disney’s TV networks into a single buy.

Disney Hulu XP networks include:
2) Freeform
3) ABC

Quote from Nicolle Pangis – CEO @ Ampersand:
“Consumers don’t care where or how they are watching. Whether it’s linear, OTT, or VOD, to them it’s all TV.

For the industry, it’s much more complex. By splintering into separate camps and platforms, we’re not delivering on the most important part of TV’s transformation from traditional demographic buying to audience-based buying. Namely, making it easier for advertisers to reach highly specific audience segments at scale wherever, whenever and however they’re watching.”

Other details: Disney will price digital media based on completed views and will package with an attribution offering powered by Samba TV.

Flashback: NBCUniversal Aims to Merge TV and Digital Ad Buying With New Tech

U.S. agencies that buy TV and digital video w/ single team according to eMarketer:
2017 – 40%
2018 – 46%
2019 – 61%

More #1: TV Advertising’s Watershed Moment: It Is Finally Becoming More Like Digital

More #2: Four Decades of Pent-Up Need For Changes Will Upend TV Ad World

More #3: Opinion: It would be easier if we could just buy ‘TV’

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.