Disney: ad spend in the U.S. 2009-2018

The Walt Disney Company spent 3.13 billion U.S. dollars on promoting their products in 2018 in the United States. To compare, the media company spent 2.8 billion U.S. dollars on advertising worldwide, in the same period.

The Walt Disney Company was established in 1923 by brothers Walt Disney and Roy O. Disney and it is headquartered in Burbank, California. The media conglomerate consists of four divisions, including Walt Disney Studios, Parks and Resorts, Disney Consumer Products, Media Networks, and Disney Direct-to-Consumer and International. In 2018, media networks made up most of the company’s global revenue, generating nearly 25 billion U.S. dollars for Disney. The segment includes TV networks such as ABC, Disney Channel, ESPN and Hyperion.
Globally, the company had a stellar 2018 in terms of revenue, generating more than four billion U.S. dollar more than a year earlier. Disney’s acquisitions, such that of 21st Century Fox in 2019, and plans for expanding their services into the streaming market (Disney +) are undoubtedly behind their pronounced growth.

Walt Disney Company's advertising spending in the United States from 2009 to 2018

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Release date

June 2019


United States

Survey time period

2009 to 2018

Supplementary notes

Figures have been rounded.
The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figures for 2009 to 2013 come from earlier AdAge publications.
Figures have been rounded.

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