'Dancing with the Stars' Opens 35th Season with a Record Among Advertisers
The 35th season of the ABC show attracted a record number of advertisers: ad revenue grew fivefold, and Disney had to pause accepting inquiries from brands.
ABC's show 'Dancing with the Stars' returned to screens with its 35th season and recorded record interest from advertisers: the project's total advertising revenue grew fivefold year over year. The figures were shared by John Campbell, senior vice president of Disney Advertising for streaming, entertainment, and multicultural divisions.
The season is backed by four presenting sponsors — AT&T, Paris Baguette, Sephora, and Olipop — as well as seven partners with individual packages, including financial company Thrivent, the film 'The Cat in the Hat,' Gatorade, and Panera.
Brand interest was so high that Disney had to temporarily pause accepting inquiries. 'Even before the cast was announced, even before we knew what the 16 pairs would be, at some point we had to take a pause on inbound inquiries with our production partners, because we just needed time to figure out who we could take and who we couldn't,' Campbell said.
He attributed the frenzy to the numbers from season 34: the finale drew more than 9 million viewers, and viewers cast more than 72 million votes — 125% more than in season 33.
Betting on Live Broadcasting
A key element of the show's appeal to brands is its weekly live broadcast format with audience voting. AT&T, which sponsored last season's finale, became the official DWTS voting sponsor in the new season. 'About a year ago we were studying the market and looking for properties that bring people together,' said Scott Klatskin, associate vice president of consumer wireless and brand media at AT&T. 'Sports obviously do that very well. But outside of sports, "Dancing with the Stars" does it better than anyone.'
According to Emarketer, spending on sports TV advertising will grow by $5.3 billion from 2026 to 2030, but prices there are high. Non-sports live formats like DWTS expand the category's options. The show proved persuasive enough to attract a brand that usually economizes on television. The Paris Baguette bakery chain runs TV advertising 'rarely and on special occasions,' noted Cathy Chavenet, the company's North America marketing director: television is one of the most expensive line items in the company's marketing budget.
Nevertheless, at the season premiere, Paris Baguette aired a 30-second spot featuring host and former show contestant Julianne Hough, followed by an in-episode integration. The sponsorship package also includes themed latte and matcha offerings in the chain's coffee shops nationwide, social media content with Hough, sponsorship of the DWTS podcast, and a sweepstakes for finale tickets. 'It was really important to be present where our guests are. People gather with friends and family and look forward to every show — it's a special moment, and we want to be part of it,' Chavenet said.
Media Across the Board
A significant part of the show's success is tied to the young audience it attracts through social media. 'The conversation with advertisers starts with the phrase "Help me follow the fan wherever they are," and social media is a key component, especially for younger audiences,' Campbell noted. Many season partners are shooting custom content with show contestants for social media.
Disney Advertising's StorySync strategy, which distributes brands across the entire Disney portfolio, also plays a role. Sephora, in addition to on-air integrations including the 'glam room,' set up an experience zone at the Dancing with the Stars Con fan festival in Palm Springs this summer.
The most unusual integration format is a custom dance within an episode. This season, Gatorade, 'The Cat in the Hat,' and Thrivent will use it. The premiere closed with a Parisian number sponsored by Paris Baguette and choreographed by Hough. The sudden appearance of an overtly branded dance left some viewers bewildered. 'There will always be conversations. I think the dance was beautiful and well executed, and this is "Dancing with the Stars" — they will bring an idea to life in the best possible way,' Chavenet countered.
Source: Marketing Brew; Source: emarketer.com
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