Disney may be using the 2025 CMA Awards as a warm-up for 2027.
The company has acquired the rights to television’s most famous live events in recent years, and what it does at the country music awards ceremony, which will be televised from Nashville on Wednesday night, could become even more significant in early 2027. At that time, Disney’s television and streaming properties will feature the College Football Playoff, the Oscars, the Grammys and Super Bowl XI for eight weeks. It will be the first time since then that ABC will air the big game. 2006.
John Campbell, senior vice president of entertainment and streaming solutions at Disney Advertising, said part of the drive to build new live events is coming from advertisers. “The demand for live shows from our partners is something we’ve never seen before,” an executive said in a recent interview, noting that the company has exceeded CMA’s advertising revenue goals as well as the past three live specials it has aired.
More people are switching from linear TV to streaming, allowing them to watch their favorite comedies and dramas whenever they want. But this dynamic creates a thorny dilemma for advertisers, who need to reach thousands or even millions of potential consumers with their commercials in order to spend their ad dollars effectively. And while sports is perhaps the last programming format that will continue to reliably draw large audiences, there is new hope that live specials and events can do the same.
As a result, more television networks are turning to bespoke events that must be watched every time they happen or would otherwise be spoiled for those who missed them. NBCUniversal pitched advertisers last season to participate in the 50th anniversary of “Saturday Night Live,” and is also working on the 100th anniversary of the NBC broadcast network.
“We continue to hear from so many brands that they want to offer more ‘real life’ and more experiences,” Campbell said. Many sponsors continue to run traditional commercials, but they also try to incorporate them into the show itself to make people feel like they’re part of the action. Disney also acquired the rights to televise the annual Rock and Roll Hall of Fame induction ceremony and began live streaming major music festivals such as Lallapalooza and Bonnaroo.
Wednesday night’s CMAs will look at ways to get sponsors involved in your event. General Motors’ Chevrolet has been a long-time CMA sponsor. A special in-show vignette, designed by Disney’s in-house agency, pays tribute to military heroes and will be installed with an appearance by singer Ella Langley.
The event’s new sponsor, Booking.com, will tell the story throughout the evening with commercials featuring country singer Jordan Davis and his tour photographer Caleb Cockrell. Another new sponsor, Sonic, will support a special fan zone and CMA Green Room with a “Coca-Cola Your Way” bar and catering corn dogs and tots. Singer Lauren Alaina also appeared at the venue, which was decorated with Sonic signatures and markings.
Many of the pitches in the show will be highlighted on social media by ABC, CMA, and the various artists participating in the promotion.
Campbell said Disney hopes to continue similar efforts in the future. Advertisers continue to ask to “enter the live environment of the actual show” and “make the most of the moment,” he says.
