Disney’s competing actions in temporarily yanking comedian Jimmy Kimmel from the air have further hurt its credibility. This decision has led to public perception of the brand being at multiyear lows. In making this latest move, they’ve alienated members of both the newly enlarged Republican and Democratic party. It’s a sea change for a company that has otherwise historically received high praise from Democrats. The backlash against Kimmel’s show has sullied Disney’s brand. Positive sentiment readings, meanwhile, have cratered – almost straight down to zero.
Disney has taken brand perception hits on both counts in the past fortnight. This shift has changed the political debate and rhetoric on both sides of the aisle. Though Democrats have generally had a more positive view of Disney in the past, recent developments are making them very unhappy. Overnight, investment bank Jefferies’ analyst James Heaney reported “carnage” in some sentiment readings. Democrats, Republicans, and all consumers now reflect optimism not seen since early 2024. This is obviously a PR blow for Disney,” Heaney said in a note to clients.
A simple chart that Heaney posted recently showed just how dramatic a drop Disney’s sentiment readings have taken. Kimmel’s show returned to air with viewership numbers that exceeded typical figures, indicating strong public interest despite the surrounding controversy. On September 23, 2025, a colorful parade broke out on Hollywood Boulevard in Los Angeles to welcome Kimmel back onto the screen. Gregg Donovan extended a friendly “look what I made” smile while holding this welcome sign at the El Capitan Entertainment Centre, home of “Jimmy Kimmel Live!”
Disney’s streaming service has seen its image affected by this incident, reflecting broader concerns about the company’s brand across various platforms. The culture war flare-up couldn’t have come at a more inopportune moment for Disney. Just as the company had gotten brand awareness to its peak level in two years, that positive momentum was dealt a deadly hand.
Heaney noted that the last two weeks have been “as eventful to say the least, and have been equally controversial.” Disney’s decision to retaliate against Kimmel could have seriously backfired. Its implementation led to a major, bipartisan backlash, with both parties now reconsidering their positions on the entertainment behemoth.