Disney Advertising: Emotional Connection Increases Ad Recall

Do the shows we watch impact our response to advertising?

According to research from Disney Advertising, there is a “strong relationship” between the connection an audience has with the series and films they watch and the effectiveness of advertising. 

Data from Disney Advertising’s study ‘The Disney Difference: Revealing the Magic Behind Advertising Effectiveness’ has found that emotional connection, fandom and an enduring appeal are all associated with increased levels of detailed ad recall and purchase intent.

“Our new research provides a deeper understanding of audience engagement, further uncovering how emotional connection to TV and film shapes the viewing experience,” says Lucy Gregory, VP, Audience Measurement and Insight at Disney Advertising EMEA. 

“For advertisers, those insights offer a richer picture of media environments and help identify where brands can make smarter decisions about where their advertising can make the greatest impact and connect with audiences most effectively. 

“With the strength of fandom intrinsically linked to greater ad recall and purchase intent, brands can establish more impact with their campaigns through advertising in premium streaming environments like Disney+, reaching audiences when they are engaged, emotionally connected and leaning forward.”

Emotionally connected advertising

This research, which was conducted in partnership with market research firm eye square, looked at how different forms of connection influence advertising performance across streaming platforms in the UK.

Disney Advertising’s research found that emotionally connected viewers show two and a half times greater detailed ad recall, and almost four times greater purchase intent than viewers who were not emotionally connected. 

Fandom was also found to have a significant impact, with fans of a series or film demonstrating more than double the detailed ad recall, and 1.9 times greater purchasing intent than non-fans. 

According to the study, particularly high levels of connection were seen in Disney+ viewers in the UK – with more than three quarters (79%) of viewers reporting an emotional connection with the content they watched, compared with a 66% competitor average. 

Disney+ also saw a higher proportion of viewers identifying as fans compared to competitor platforms, at 58% compared to 45%. 

Perhaps because of this, detailed ad recall was reported by the study as sitting at 28% on Disney+, while the competitive average sat at 21%. 

Disney’s advertising growth

Disney Advertising launched this research following its Upfront at the beginning of October 2026, where it shared that there were now more than 4,000 brands advertising on Disney+ across EMEA since its launch in 2023 – with revenue for its advertising business in the UK alone up 80% year-on-year. 

The company has shared that it has plans to launch this research in other Disney+ ad tier markets, such as Germany, Spain, Italy and France, over the course of the next six months. 

This, Disney Advertising has said, will build on its 2024 report ‘The Disney Difference’ which looked at the reasons why audiences connect with Disney+ – including emotional connection, high quality and immersive storytelling. 

Who are Disney’s key partners? 

• Kraft Heinz – Disney and Kraft Heinz announced a landmark, long-term, enterprise wide strategic alliance in 2026, kicking off at the D23 Expo. It spans Walt Disney World, Disneyland, and Disney Cruise Line, plus Disney's studios, streaming and ESPN. Brands like Heinz, Philadelphia and Kraft Mac & Cheese will appear in new dining concepts, themed activations and branded experiences, including iconic spots like Main Street, USA 
• OpenAI – In December, Disney signed a three-year licensing and investment agreement making it the first major content partner for Sora, OpenAI's generative video platform. Starting early 2026, fans can create shareable videos and images using over 200 licensed characters and assets from Disney, Pixar, Marvel and Star Wars – excluding actual talent likenesses and voices, keeping performers' rights protected. 
• Coca-Cola – Disney's longest-running corporate partnership, dating to the 1950s when Walt Disney enlisted Coca-Cola to help finance his first theme park. The relationship has spanned decades, continuing through Disneyland's opening day and Walt Disney World's development, with Coca-Cola remaining a consistent beverage sponsor across parks, resorts and major Disney events well into the present day. 
• McDonald’s – A long-running Disney World dining partner, historically sponsoring attractions like Animal Kingdom's Restaurantosaurus and the Dinosaur ride from 1998–2008 (still visible in the ride's mayo/mustard/ketchup pipe details). While the McDonald's-branded ride sponsorship has faded, the partnership reflects Disney's decades-long pattern of blending fast-food brands into park dining and attractions.