The Home Depot Inc. announced Thursday that it has agreed in principle on a
cross-platform advertising deal with The Walt Disney Co., said to be valued at
$100 million across three years.
Through its buy from Disney's ABC Unlimited cross-platform sales unit, Home
Depot will advertise across ABC, ESPN, Lifetime Television and other media
assets.
In addition to the commercials, the agreement will entail Home Depot's
developing The Disney Paint Program with Disney, starting in January.
That will be part of Disney Home, a home-decorating venture built around a line
of Disney-branded children's paint, as well as lighting and other home
accessories.
Moreover, Disney is committed to buying Home Depot products for its various
operations.
Earlier this week, Home Depot set another cross-media deal with Viacom
Inc.
