New Advertiser-Focused Metric Connects the Dots Between Awareness and Action
January 7, 2026 – Las Vegas, NV – With the acceleration of connected TV and streaming, TV advertising has become more precise and measurable, and marketers want to better understand the connection between signals such as attention, intent, and conversion. As a result, Disney has announced the development of a new Disney Advertising Brand Impact Metric, a measurement approach unifying years’ worth of outcome-and performance-based insights, with visibility into which real-world behaviors and KPIs drive impact.
The Disney Advertising Brand Impact Metric will be purpose-built to show the halo effect when brand and performance channels work together to drive outcomes, combining insights from established measurement providers and Disney’s first-party data.
“More than ever, marketers need a better bridge between brand building and performance, and data can serve as the insight layer across campaigns and tactics,” said Dana McGraw, SVP of Data and Measurement Science. “When brands can connect ad exposure to direct results, marketers gain clarity on not just what drove results – but how. The vision of the Disney Advertising Brand Impact Metric is to connect all pieces of the measurement puzzle in a single metric for advertisers to get a total view of what matters.”
Although advertisers instinctively know premium content and compelling creative drive attention and engagement, this metric seeks to tie the most impactful metrics to overall outcomes together to better represent performance.
We're combining common KPIs critical to understanding campaign effectiveness including:
- Attention: Demonstrating the value of leaned-in premium content and bridging the gap between buzzy content and brand recognition
- Reach: Showing the impact of incremental audiences and increased frequency
- Brand Health: Proving that brand metrics drive long-term value including awareness, consideration, and favorability
- Search: Bridging the gap between brand metrics and performance outcomes to show how TV ads drive search behaviors as consumers seek to learn more
- Attribution: Attributing the value of actions taken by consumers including visitation and purchases
Media Contacts:
Jane Ha
Jane.ha@disney.com
Kelly Liyakasa
Kelly.s.liyakasa@disney.com