September 9, 2022
Reaching Disney Viewers & Getting Ahead of the Carve this Halloween
by
Disney Advertising
Disney viewers are excited to get into the Halloween spirit and fully embrace the candy, costumes and decor that comes with this festive time. While Halloween is technically only one day of the year, who says it can’t be celebrated for the entire month (or even longer)?
Whether a costume connoisseur or a horror movie extraordinaire, Disney Advertising set out to take a closer look into how Disney viewers* plan to celebrate Halloween, the type of content they are tuning into and the power of Halloween-themed ads.
Eyeballs on Your Ads
Halloween is the perfect season for advertisers and brands to get into the holiday spirit and connect with consumers. 92% of Disney viewers are favorable toward brands featuring Halloween-themed ads.
Most viewers associate Halloween-themed ads with brand categories like consumer packaged goods, retail, restaurants, alcohol and travel. Seeing these ads leads viewers to:
Research a product or service
Visit a brand or company website to learn more information
Purchase a product or service
Inspire Halloween or costume choices
Getting into the Spirit of Spooky Season
Halloween is a favorite holiday for Disney viewers with 87% saying they celebrate Halloween every year. They plan on spending this upcoming Halloween with their significant other, children, family and friends.
People aren’t cutting back on celebrating this year. In fact, Disney viewers are planning to celebrate Halloween by:
Watching
Eating Candy
Carving Pumpkins
Trick-or-Treating
Dressing Up In Costume
Going to
How Disney viewers celebrate Halloween:
“We hand out candy to trick-or-treaters who come to our home and we dress up our dog.”
“We invite friends over one night each week of October to watch a horror movie and we dress up for it.”
“We like to participate in Halloween community events like going to a pumpkin patch, or other Halloween themed kid-friendly gatherings.”
“We go to corn mazes and haunted houses.”
Trick-or-Treat Yourself to Halloween Content
From classics to new releases, or even Halloween-themed shows, there’s something for everyone to watch to get into the Halloween spirit. 94% of Disney viewers watch Halloween-themed content. And, it’s not just limited to the month of October – it’s viewed all year long and especially during September and October.
Halloween content is a sweet treat! Disney viewers expressed that Halloween shows and movies are nostalgic and remind them of their childhood (92%), are a way to get into the holiday spirit (88%) and something that is looked forward to all year (77%).
During Halloween 2021, among Total Viewers (P2+), the top telecast genres across The Walt Disney Company Networks (TWDC) linear brands included Feature Films, Child Animation and Adult Animation. The majority of movie telecasts on Halloween last year were Halloween themed or Horror genre, while Children’s Animation and Adult Animation rose to the top for Halloween themed episodes. On Freeform, top content across all demographics** include Casper, Hocus Pocus and Maleficent. And, on FX, top Halloween titles were Halloween (2018) and Zombieland: Double Tap.
Hulu, which hosts its famous Huluween content hub every October, saw strong viewership with +15% YOY growth in total minutes watched during October 2021. Additionally, 75% of active users engaged with Hulu’s October ‘21 Content Hub, watching a total of 7.2B minutes of Huluween content.
A Frightfully Fun Time with Family
Halloween is a Scary Good Time to Connect with Consumers
Consumers are excited to get into the Halloween spirit this year by brainstorming costume ideas, lining up their favorite Halloween content classics, and getting their sweet tooth ready for treats – making this the perfect opportunity for advertisers to connect with consumers.
Don’t hide in the shadows this Halloween season. Reach out to your Disney Advertising representative to learn more about advertising opportunities that will reach your consumers this Halloween.
Source: Disney Dialogue: Disney Dialogue Member Survey 22, July 2022
Source: Nielsen Media (NPower) L7, 10/31/21, Total Day, Excludes Broadcast, Sports networks and Shorts less than 5 min
**All demographic reference refers to P2+, A18-49, and A25-54