Disney may be using the 2025 CMA Awards as a warm-up for 2027.
The company has in recent years been snatching up rights to some of TV’s best-known live events, and what it does Wednesday evening during a country-music awards telecast from Nashville could take on even greater importance in the early part of 2027, when, over the course of eight weeks, Disney’s TV and streaming properties will feature the College Football Playoffs, the Oscars, the Grammys and Super Bowl LXI — the first time ABC will show the Big Game since 2006.
The impetus for building a new array of live events comes in part from advertisers, says John Campbell, senior vice president of entertainment and streaming solutions at Disney Advertising. “The demand for live from our partners is — we’ve never seen demand like this before,” the executive says during a recent interview, noting that the company has exceeded ad-revenue goals for the CMAs as well as the previous three live specials it has aired.
More people are leaving linear television for streaming, where they can watch their favorite comedies and dramas at times of their own choosing. But that dynamic has created a thorny dilemma for advertisers, who need to reach thousands, even millions of potential consumers with commercials if their ad dollars are to be spent efficiently. And while sports remain, perhaps, the last programming format that continues to bring in large audiences reliably, there is new hope that live specials and events can do the same.
As a result, more TV networks are turning to bespoke events that need to be watched as they happen or else be spoiled for those who miss out. NBCUniversal pitched advertisers on participation in the 50th anniversary of “Saturday Night Live” last season and is working on a 100th anniversary celebration of the NBC broadcast network.
“We keep hearing from so many brands: Bring us more ‘in real life,’ bring us more for experiential,” says Campbell. While many sponsors continue to run traditional commercials, they are also seeking to be woven into the show itself so they can be seen as being part of the action. Disney has also won rights to televise the annual Rock and Roll Hall of Fame induction ceremony and has begun live-streaming big music festivals like Lalapalooza and Bonnaroo
Wednesday night’s CMAs will offer a look at the ways sponsors can be made part of the event. General Motors’ Chevrolet has been a CMA sponsor for years. A special in-show vignette designed by Disney’s in-house agency will nod to military heroes, and will be set up by an appearance by singer Ella Langley.
Booking.com, a new sponsor of the event, will tell a story through commercials across the entire evening, with commercials that feature country singer Jordan Davis and his tour photographer, Caleb Cockrell. Another new sponsor, Sonic, will support a special Fan Zone as well as the CMA Green Room, which will feature a “Coca-Cola Your Way” bar and catered corn dogs and tots. Singer Lauren Alaina will appear in the venue, which will feature Sonic signs and markings.
Many of the in-show pitches will be spotlighted on social media by ABC, CMA and various artists who take part in the promotions.
Disney will try to continue similar efforts in the future, says Campbell. Advertisers keep pressing to “get into the actual program’s live environment,” he says, and “maximize that moment.”
