DIS · 10-Q · 2026Q2 · Full report

Advertising Demand and Pricing

Walt Disney Co · 2026-08-05 · Importance 37 · Surprise 32

Entertainment advertising revenue declined 1% in the quarter and 1% for the nine-month period despite higher impressions. Quarterly advertising performance reflected a 4% decrease from lower rates, partially offset by 1% increases from impressions and the Fubo Transaction. Nine-month performance reflected a 5% rate decline, largely offset by 4% higher impressions, with rates also affected by less political advertising. Sports advertising revenue increased 5% in the quarter and nine-month period, driven by higher impressions in the quarter and higher rates year to date.