New UK research into streaming from Disney Advertising has identified a strong relationship between audiences’ connection to the series and films they watch and advertising effectiveness. The data shows that emotional connection, fandom and enduring appeal are all associated with higher levels of detailed ad recall and purchase intent.
‘The Disney Difference: Revealing the Magic Behind Advertising Effectiveness’ research, conducted with eye square, explores how these different forms of connection influence advertising performance across global streaming platforms in the UK.
The research found:
Emotional connection: Emotionally connected viewers show two and a half times greater detailed ad recall and almost four times greater purchase intent than non-emotionally connected viewers
Fandom: Fans show more than double greater detailed ad recall and 1.9 times greater purchase intent than non-fans
Enduring appeal: Viewers who love the show or film so much they will watch it again display 4.7 times greater detailed ad recall and five times greater purchase intent than viewers watching who don’t.
Lucy Gregory, VP, audience measurement and insight, Disney Advertising EMEA said: “Our new research provides a deeper understanding of audience engagement, further uncovering how emotional connection to TV and film shapes the viewing experience. For advertisers, those insights offer a richer picture of media environments and help identify where brands can make smarter decisions about where their advertising can make the greatest impact and connect with audiences most effectively. With the strength of fandom intrinsically linked to greater ad recall and purchase intent, brands can establish more impact with their campaigns through advertising in premium streaming environments like Disney+, reaching audiences when they are engaged, emotionally connected and leaning forward.”
The research also found particularly high levels of connection among Disney+ viewers in the UK versus all other tested services:
Emotional connection to content is significantly higher on Disney+. More than three-quarters (79%) of viewers reported an emotional connection to the content they watched, compared with a 66% competitor average; a difference of 13%.
Disney+ attracts a higher proportion of viewers identifying as ‘fans’. More than half (58%) of all viewers describe themselves as ‘fans’ of the content, compared with a 45% competitor average, an advantage of 13%.
The enduring appeal of content is significantly higher on Disney+. Nearly all (89%) of respondents who watched Disney+ content reported they would watch this again. The competitor average is 73%, a gap of 16%.
Disney+ also records the highest level of detailed ad recall and purchase intent with ads placed within its content. The very same ads tested on other platforms achieved more impact on Disney+. Detailed ad recall is 28% versus the competitor average (21%) while purchase intent is 46% versus the competitor average of 34%, an uplift of 12%.
This research is also being launched in other Disney+ ad tier markets, including Germany, Spain, Italy and France over the next six months, building on Disney Advertising’s 2024 report The Disney Difference, which helped to unpick how a combination of emotional connection, exceptional quality, and immersive storytelling sit at the heart of the why audiences connect with Disney+.
The research is launched following Disney Advertising’s UK Upfront at the beginning of October, where it was shared that more than 4,000 brands advertising on Disney+ across EMEA since launch in 2023, and revenue for the advertising business in the UK alone up 80% year on year. Sponsorship demand also continues to grow, with over 50 sponsorships activated on Disney+ in the UK, with more on the way. From next month, the ad tier on Disney+ will be live in 17 markets in EMEA.
