Disney Ramps Up Advertising Business Under Veteran Exec Rita Ferro as Streaming and Sports Drive Fandom Strategy
Rita Ferro, president of global advertising at Disney, had actor Paul Anthony Kelly in mind as she prepared to take the stage at the company’s recent upfront presentation. Kelly, who portrayed John F. Kennedy Jr. in the limited FX TV series “Love Story,” met Ferro at an earlier event and later introduced her at the annual pitch to advertisers after a fangirl moment that included an iPhone snapshot.
“That’s the Disney difference: trust, innovation and unrivaled fandom. Not just with the stories they tell, but how they operate as a company,” Kelly said on stage earlier this month. “And all of this is in large part due to Rita Ferro.” He added: “She claims to be my biggest fan, but honestly I think I’m hers.”
Ferro’s Rise and Role at Disney
Ferro is a 29-year veteran at Disney, having risen through various roles to the top of its advertising business. She previously held positions at Disney at ESPN International, Disney Media Network’s Kids and Family, and Disney Interactive — a now-defunct unit focused on video and mobile games, social media and other digital products. In 2018, she became president of advertising in the U.S., and in 2023, she took over the business globally. She now leads all advertising sales for Disney’s entertainment, news and sports properties across linear television, digital and streaming.
“Everyday you’re learning, everyday is different and we spend so much time outside learning our partners’ businesses,” she said. “That’s what I love.”
Fandom as a Unifying Strategy
Ferro said in interviews with CNBC that she views fandom — spanning sports to entertainment franchises — as key to driving the Disney portfolio and as a unifying force across the company’s divisions under newly installed Chief Executive Officer Josh D’Amaro. “When you think of ‘One Disney,’ and all of the opportunities to tie in brand partnerships with our movie studio partners, [and] the corporate alliance pieces that can tie into park activations, it’s a far more interesting and dynamic opportunity than just a traditional media sales role,” she said.
Ferro’s position places her at the center of a media industry rediscovering the importance of advertising, as traditional television, streaming, digital and social platforms all compete for viewers and ad dollars. While Disney and other media companies held shows in mid-May to dazzle advertisers, negotiations to lock in commitments are currently underway.
Background and Early Career
The daughter of Cuban immigrants who arrived in the U.S. just before the start of the Cuban Revolution, Ferro was born and raised in Miami. She moved to New York City after graduating from Florida International University with the intention of becoming a copywriter and art director. After one class, she said, it became clear she was not suited for that career.
Market Context
- USD/RUB: 71.02 (change: -0.35)
- EUR/RUB: 82.64 (change: -1.05)
- Bitcoin: $73,772 (24h change: +0.3%)
- Oil: approximately $72 per barrel (estimated)
- Date: May 31, 2026