On today’s special Upfronts-themed episode, Rita Ferro, Disney’s president of global advertising, offers a preview of the Mouse House’s May 12 presentation to advertisers in New York. Ferro details Disney’s plan to link the live spectacle of the Grammys, the Super Bowl and the Oscars for big brands. She gives her perspective on the state of the scatter market, the mood of the upfront compared to last year, and how Disney is embracing the creator economy.

<p>On today&rsquo;s special <a href="https://variety.com/t/upfronts/">Upfronts-themed episode</a>, Rita Ferro, Disney&rsquo;s president of global advertising, offers a preview of the Mouse House&rsquo;s May 12 presentation to advertisers in New York. <a href="https://variety.com/2026/tv/news/oscars-disney-advertising-super-bowl-grammys-live-shows-1236632874/">Ferro details Disney&rsquo;s plan to link the live spectacle of the Grammys, the Super Bowl and the Oscars</a> for big brands. She gives her perspective on the state of the scatter market, the mood of the upfront compared to last year, and how Disney is embracing the creator economy.</p>

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Strictly Business

Industry leaders converse about business deals, strategy and the future of media and entertainment on Variety's weekly interview series.

<p>Industry leaders converse about business deals, strategy and the future of media and entertainment on Variety's weekly interview series.</p>

Variety's Strictly Business

Daily Variety – Upfronts 2026: Disney’s Rita Ferro Details the Mouse House’s Cross-Platform Push, Embracing Live and Connecting Grammys, Super Bowl and the Oscars for the Biggest Brands

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