Disney Upfront Pitches 'Girl Meets World,' Multiplatform Ad Buys
Disney Kids held its annual upfront presentation Tuesday evening at New York City's Hudson Theater, presenting a new slate of programming and multi-screen opportunities to a room full of advertising execs and their children.
It's all about multi-screen: Disney Kids will be marketing inventory of its Watch apps, including Watch Disney Channel, Watch Disney Junior and Watch Disney XD. Since their introduction last June, the apps have been downloaded more than 12 million times and accrued more than half a billion video views, executives said. Disney Channels Worldwide President and Chief Creative Officer Gary Marsh emphasized the importance of reaching children, parents and caregivers wherever they are with more than just video content, but also games, products and opportunities to engage with characters.
And Moms: The suite of networks is also looking to build its conversation with moms, specifically on Disney Junior and Radio Disney, where the company boasted that 7 million women over the age of 18 listen every week.
2012 Achievements: For the first time in 17 years, Disney Channel surpassed Nickelodeon among kids 2 through 11 years old last year. Disney XD marked its 16th consecutive quarter of ratings growth and Disney Junior, which is celebrating its first birthday, will deliver its its first Nielsen ratings on April 1.
Potential Hits: "Girl Meets World," the highly-anticipated spin-off of "Boy Meets World;""Teen Beach Movie," a summer movie musical; "Mickey Mouse," a series of cartoon shorts that hark back to the Mouse of yore; "Liv & Maddie," introducing 17-year-old newcomer Dove Cameron playing twins; and "Phineas and Ferb: Mission Marvel," an animated special combining characters from Disney's "Phineas and Ferb" and the company's Marvel franchise.
Radio Disney: The 24-hour radio network will present its first Radio Disney Music awards on April 27.
Celebrity appearances: Kids of advertising execs had the opportunity to brush elbows with Bridget Mendler, star of "Good Luck Charlie;" the first winners of Radio Disney's "N.B.T. (Next Big Thing)", Chloe & Halle; Crash, the puppet star of XD's "Crash & Bernstein;" and Ross Lynch of "Austin & Ally" and the upcoming "Teen Beach Movie."