Walt Disney Co. is backing the launch of ESPN’s direct-to-consumer streaming app with a major four-week advertising push aimed at commuters and mass-transit riders in Los Angeles and New York. The app will be available without a pay-TV subscription for $29.99 per month. Households already receiving ESPN through cable or satellite can sign up at no extra cost and allow up to five people to stream on mobile devices and internet-connected TVs. The campaign includes branded Lyft-operated Cadillac SUVs, ESPN placements in the Lyft app and maps, concentration near major sporting events, and transit takeovers.
The aggressive four-week push is aimed at telling consumers that ESPN - long one of the pillars of the cable television business - will be available for the first time without a pay TV subscription. The service, a major initiative since ESPN Chairman Jimmy Pitaro took over the Disney unit in 2018, is a response to the growing number of consumers who are bypassing cable and satellite for streaming video platforms.
The advertising campaign that starts Thursday will feature Lyft-operated Cadillac SUVs wrapped in the company logo and the promotional campaign's tagline "All of ESPN. All in One Place." The vehicles will be concentrated in high-traffic areas near sporting events in Los Angeles and New York, where the U.S. Open tennis tournament will soon begin. The ESPN brand name and logo will also appear on the Lyft app and maps.
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