According to TWJ, Disney has “dramatically slashed” its advertising spent on Facebook due to an ongoing boycott with its handling of hate speech and divisive content.
Disney joins hundreds of other companies that have paused spending, including Unilever PLC, Starbucks Corp., Ford Motor Co., Verizon Communication Inc. and many small marketers.
Unlike many other companies, Disney didn’t make a public announcement that it was cutting back on Facebook, but instead shifted advertising plans quietly.
In the first half of this year, Disney spent an estimated $210 million on Facebook ads for Disney+ in the U.S., according to Pathmatics. Disney was the biggest ad spender during that period. Last year, it was the No. 2 Facebook advertiser in the U.S., behind Home Depot Inc.
Disney also paused spending on Facebook-owned Instagram for its sister streaming service Hulu, a person familiar with matter said. Hulu spent $16 million on Instagram from April 15 to June 30, Pathmatics said.
Disney representatives did not comment.