Disney sold out ad sales for WNBA Finals on ESPN

Disney “sold out of ad inventory for the first five games” of the WNBA Finals on ESPN. Disney “sold out of ad slots for the first four games of the series weeks ago,” with game five “following about a week or two ago.” With the Aces having swept the Mercury in four games, Disney will “encourage advertisers to reallocate their spend to other women’s sports properties.” Disney said that total postseason revenue is “up 110% year over year, with average unit rates up 104%.” Of the 38 total brands advertising during the finals, “23 are returning vets, and 15 are showing up for the first time.” The rookie advertisers “spending the most include CoStar, Eli Lilly, State Street Investment Management, Wayfair, and Panera.” In addition to running ads, State Street announced a multiyear deal with the league last month, and Eli Lilly is the jersey-patch sponsor of the Fever. Disney VP/Revenue & Yield Management Jacqueline Dobies said that “almost three-quarters of returning advertisers increased their spend year over year, and another 75% of advertisers bought more than one unit in the finals.” The new brands “represent five new categories for the WNBA Finals, with some of the largest by spend being real estate brokerage, alcoholic beverages, and sports betting” (MARKETING BREW, 10/10).