Disney Advertising vs Sky Media

NFL Ads Outperform Primetime, But Audience Metrics Questioned

New data from EDO shows NFL regular-season ads generate the impact of 73 typical primetime ads, with playoff ads delivering 172 primetime ads' impact. However, fragmented distribution across broadcast and streaming complicates audience measurement, as analysts like Dan Rayburn highlight discrepancies in metrics like total audience delivery and average minute audience. EDO's analysis of 1,443 on-screen sponsorships reveals variations by category and format, with halftime studio shows performing best. Marketers are advised to use outcomes data alongside audience figures to evaluate NFL ad investments.

• EDO measured every national TV ad during the 2025-26 NFL season and found regular-season NFL ads performed 15% better year over year versus primetime benchmarks.
• Playoff NFL ads delivered the impact of 172 primetime ads, and Super Bowl spots matched 1,455 primetime ads.
• EDO analyzed 1,443 on-screen sponsorships across 79 nationally televised NFL games.

Disney Germany ramps up content and rebrands TV channel

The Walt Disney Company is intensifying its presence in Germany with a renewed slate of local programming for Disney+ and a rebranding of its free-to-air channel. After a long gap in German originals, Disney+ will launch three local shows in quick succession—the dystopian vampire series City of Blood (Sept 16), the reality soap Yacht Deals Monaco (two weeks later) and the historical dramedy Vienna Game (in November). The article notes the departure of Benjamina Mirnik-Voges, VP Original Productions for Disney+ in the German-speaking region, whose role remains unfilled. At the Screenforce Festival, Disney announced that the Disney Channel will be renamed Disney TV by year-end to position the linear channel as a broader showcase for paid Disney+ content and to unlock additional advertising budgets via Disney Advertising in Germany while keeping restrictions around children's programming.

• Walt Disney Company will roll out three German-language projects on Disney+: City of Blood (starts 16 September), Yacht Deals Monaco (two weeks later), and Vienna Game (scheduled for November).
• Benjamina Mirnik-Voges, VP Original Productions for Disney+ in the German-speaking region, left the company and her position has not been refilled.
• Disney announced at the Screenforce Festival that the Disney Channel in Germany will be rebranded to Disney TV at year-end—the first channel globally with that branding.

The Bear Drives New Ad Demand for Disney Shows

The Bear’s fifth and final season has continued the series’ strong commercial performance, with sponsorship packages selling out and revenue rising season over season, according to John Campbell, SVP of entertainment and streaming solutions at Disney Advertising. Season 5 debuted on June 25 on Hulu and Disney+. The show’s breakout success since 2022 has shifted advertiser behavior: brands that once waited to sponsor freshman shows are now eager to secure integrations and partnerships tied to The Bear, and its cultural influence extends beyond the on‑screen story to broader marketing opportunities for FX and Disney.

• The Bear is in its fifth and final season.
• Season 5 of The Bear debuted on June 25, 2026 on Hulu and Disney+.
• The series has regularly sold out its sponsorships each year and increased revenue season after season, per John Campbell of Disney Advertising.

Guenther Steiner swaps the pit wall for the food stall in new Amex and Sky Sports F1 campaign powered by Sky Media

Sky Media announces a new campaign featuring Guenther Steiner in an Amex and Sky Sports F1 partnership, highlighting small businesses that power race weekends.

IG doubles down on sport with landmark Sky Sports Premier League partnership through Sky Media

IG has partnered with Sky Media to become an Official Co-Sponsor of Sky Sports Premier...

ARD Media's Ralf Hape: ARD Is Sexier Than You Think

Ralf Hape, managing director of ARD Media who joined from Sky Media, has driven an internal reorganisation and is pushing a bolder commercial profile as ARD Media returns to the Screenforce stage. Speaking in Düsseldorf and in a video interview, he argued ARD’s brands and combined reach—47.7 million people consuming moving-image content daily and 30.5 million using ARD offerings—are undervalued. He said ARD Mediathek and ARD Sounds remain excluded from advertising under current rules but hopes those constraints will change; regulatory decisions are beyond his remit. Hape is preparing the sales organisation for digital monetisation with simpler, convergent TV+audio booking options, some streamlining and job reductions, and openness to closer industry cooperation.

• Ralf Hape is managing director of ARD Media and joined from Sky Media.
• ARD Media returned to the Screenforce main stage; Hape addressed about 2,000 advertisers and agencies.
• ARD’s combined reach: 47.7 million people consume moving-image content daily; 30.5 million use ARD offerings.