According to reports, the deal would see OMD clients buy advertising time across a variety of media platforms. Disney owns the ABC TV network and ESPN, the cable sports channel.
OMD clients include PepsiCo and Gillette. If the deal goes through, all OMD's clients will be involved. The sum OMD is planning to spend is around 15% more than it spent with Disney last year.
There is a trend for media companies to sign cross-platform deals with advertisers, which often go beyond the normal ad space sold in traditional deals. Viacom signed a similar deal with Procter & Gamble last year worth $300m.
The US industry is gearing up for the annual announcement of new programmes and schedules for the autumn season. NBC, owned by General Electric, has already unveiled its next season's line-up. Former ratings hit 'The Weakest Link' has failed to make the cut, along with former 'Seinfeld' star Julia Louis-Dreyfus' new comedy 'Watching Ellie'.
OMD signed a similar $30m agreement with Viacom last year, which included ad time, sponsorships and product mentions in certain shows. However, a similar deal with Viacom this year has failed to get off the ground, according to the Wall Street Journal.
Shares in Omnicom closed up by 1.34%, or $1.16 yesterday, at $87.50.
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