Disney’s Broadcasting Success with Sold-Out Stanley Cup Final Ad Inventory

Disney‘s ESPN is set for a successful run as the broadcaster has sold out its commercial inventory for the first five games of the Stanley Cup Final under its NHL broadcasting contract.

Jim Minnich, Senior VP at ESPN’s sales unit, confirmed the strong demand for ad slots in the Oilers-Flordia Panthers series, leaving a few spots for Game 6 on ABC.

The NHL’s return to Disney in 2022 has seen a significant increase in TV ratings, with last year’s Final averaging 2.63 million viewers across TNT Sports.

ABC, hosting its first Stanley Cup Final since 2004, saw an average of 4.6 million viewers, almost doubling NBC Sports‘ previous year deliveries.

Advertisers like Geico, Chipotle, Apple, and Audi have lined up in-game spots and integrations during the Final, with newcomer brands forming a significant portion of the sponsors.

Tech and automotive advertisers like Apple and Audi have utilized their presence in the Final to showcase features and products to a dedicated audience.

Heavy spenders in the Stanley Cup Final include automakers like Lexus and Honda, telcos such as AT&T and Verizon, and fast-food chains like Taco Bell, Domino's, and newcomer Sonic.

Engagement stats indicate that ads during Disney’s NHL playoff coverage saw high search engagement, surpassing primetime ad values substantially.

While the presence of the Oilers may impact ratings, the potential for a long series should mitigate the effects of a single-market Final, especially with the iconic Wayne Gretzky on the scene.

Excitement is building as fans anticipate Gretzky’s performance against the Panthers in what promises to be a historic Final matchup.