the bold type freeform

  • While Disney seems to want Fox primarily for its content assets as part of its budding war with Netflix, don’t forget about ad sales.
  • The combined media entity will immediately boast of a broader array of TV networks to sell to marketers, allowing it to command more clout in the market and deliver elaborate cross-network packages.
  • Fox’s ad team could also help nudge Disney ahead in data-driven ad sales, where it’s fallen behind, say ad buyers.

Investors, commentators and stakeholders alike are watching closely as Disney closes in on a deal to acquire a collection of valuable assets from 21st Century Fox — a deal that alters the existing media landscape as we know it.

It helps Disney battle accelerated cord-cutting, gives it an even bigger repository of content than it already has and helps prepare it to take on Silicon Valley giants including Facebook, Google, Amazon and Apple.

But less examined thus far is the fact that the merger will make Disney all the more attractive in the eyes of media buyers purchasing ads on behalf of marketers.

Disney will not only be snapping up Fox’s film and television studio, but also cable channels including National Geographic and FX worth $8.7 billion. That represents a massive boost to Disney’s TV advertising portfolio, whose cable channel assets have been so far limited to Freeform and the very niche (and mostly ad free) Disney Channel.

“From a cable point of view, Fox brings in rich assets in the form of FX and National Geographic, an area in which Disney has so far been limited,” one TV ad buyer told Business Insider. “It sounds like a very synergistic compilation of companies and broadens its appeal to marketers.”

Jason Maltby, president and co-executive director of national broadcast at Mindshare agreed, saying that with Fox, Disney has a much broader Read More Here