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Disney ABC 2018 Upfront Impact Report

May 14, 2018

Disney: Audience insights for the 2018 Upfronts

After 13 complete seasons, Grey’s Anatomy was still ABC’s highest rated show at the end of the 2016-2017 season, followed by reality juggernaut The Bachelor and Modern Family. Grey’s Anatomy also took the title of ABC’s most engaged scripted series between May 2017 and May 2018, with only Good Morning America amassing more engagements overall.

ABC and Freeform’s audiences tend to be wealthy, with the top personas being Old Money Rustics and Independently Wealthy, respectively. Disney Channel’s top audience persona is Hockey Parents, who spend their time coaching and traveling for their kids’ sporting events.

Jimmy Kimmel Live, ABC’s late night presence, draws in an audience that engages with E*Trade, Delta Faucet, and Swiffer, reflective of their home-owning top personas. ABC’s sports programming includes NBA games, and the audience engaging with the NBA as a whole engages most with Straight Talk Wireless, Kia Motors, and Gatorade.