May
16
ABC and ESPN Ad Sales Signal New Willingness to Work Together
Posted in: Uncategorized
ABC and ESPN ad sales teams made a clear signal to advertisers during their respective upfront presentations this week that the two groups are open to doing business together.
It’s a new message for the networks. Despite having the same parent in Walt Disney Co., the two haven’t purposefully gone to market with deals that combine inventory from both channels. While there have been some deals done quietly with select clients, according to the heads of both networks’ ad sales operations, ESPN and ABC ad sales have always primarily operated in separate silos. ESPN took over control of programming and ad sales for ABC Sports in 2006.
Media buyers say it is rare to see deals done with ESPN and ABC in unison.
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