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Hulu Poised to Pass ABC in Ad Sales, Marking New Era for Disney
- Online ad revenue grew 47% last quarter, with broadcast up 5%
- Company has been consolidating teams to create a one-stop shop
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Advertising at Walt Disney Co.’s online channels looks set to overtake the company’s ABC broadcast network as marketers shift spending to more targeted audiences.
Ad sales at Disney’s direct-to-consumer businesses rose 47% to $882 million last quarter, according to a filing, closing in on the $984 million at ABC, which registered a 5% gain. At that pace, online outlets such as Hulu, ESPN+ and ABC.com will soon pass the network.