Disney Junk-Food Ban Is Seen Costing It Less Than $7.2 Million

Walt Disney’s plan to bar junk- food advertising from children’s programming would have cost less than $7.2 million in television ad revenue if it were in effect last year, according to estimates by Kantar Media. That’s the amount that Disney generated from beverage and food commercials aimed at children in 2011, the New York-based research firm said. The figure is less a 10th of 1 percent of Disney’s total annual advertising sales. The company reported ad revenue of $7.6 billion for its media networks in its last fiscal year, an increase of 8 percent. Kantar’s estimates suggest that the change isn’t a big gamble for Disney, the world’s largest entertainment business. The company also stands to gain from promoting healthier Disney- endorsed foods. It’s developing a “Mickey Check” logo, which will indicate that products meet its nutritional standards. That will begin appearing by the end of 2012.