Going by the Disney Media Sales and Marketing’s month-long presentations, the House of Mouse has announced that Mickey and the Roadster Racers and The Lion Guard will be returning for additional seasons on Disney Junior.
Mickey and the Roadster Racers, which has reached more than 41 million US viewers since its January premiere, has been given a go ahead for a second season while a third season of The Lion Guard is also in the pipeline. The latter, which will debut a second season this summer, ranked as 2016′s number-one series across preschooler networks in total viewers and kids ages two to five.
The pickups come as Disney continues to woo advertisers and sponsors during its annual kids upfront period and they are among the 12 new series, 28 current series, and three new original movies that Disney is unveiling this month.
Presenting the theme Disney DNA in meetings this week at Walt Disney World in Orlando, Florida, the company’s 2017/18 upfront also zeroed in on how the Mouse House is measuring data and leveraging its rich storytelling heritage across its content lineup and the upcoming DisneyNOW app.
Launching later this year, DisneyNOW would integrate all three Disney WATCH apps and provide more content, personalization and sponsorship opportunities.
On the heritage front, Disney-ABC ad sales president Rita Ferro points to the recently launched series adaptation of the hit feature Tangled and the upcoming Big Hero 6 series as prime examples of Disney properties its clients know and love.
As for measuring consumer engagement, Disney has also strengthened its data systems and analysis because, according to Ferro, Nielsen’s linear TV ratings don’t offer the full picture.