
Why DTC Marketers Should Pay Attention to Disney’s Bet on Linear TV
Recently, Iger made it clear that Disney is not walking away from linear and sees strategic value in staying in the linear television business. As other media giants split their linear and streaming businesses apart, Disney is choosing integration instead. For DTC marketers looking to balance reach, cost, and measurable performance, Disney’s decision is worth studying. It offers a useful reference point for how to approach media mix planning with scale and accountability in mind.