Disney’s $70 Million Gamble on ‘The Bachelorette’ Implodes Amid Domestic Violence Allegations
Disney is facing a potential $70 million loss after abruptly canceling the upcoming 22nd season of “The Bachelorette,” starring Taylor Frankie Paul, just days before its scheduled premiere. The decision follows the emergence of a 2023 video showing Paul allegedly physically attacking her ex-partner, Dakota Mortensen, amid allegations of domestic violence.
ABC pulled the season after the video surfaced, replacing its premiere with a rerun of “American Idol” on March 22, 2026. Disney has not yet announced plans for the time slot beyond the rerun, according to the Los Angeles Times.
Financial Fallout: A $70 Million Hit
The cancellation represents a significant financial setback for Disney. The network reportedly paid Warner Bros. $5 million per episode for the nine-episode season, totaling a $70 million investment. This loss extends beyond the production costs, encompassing the substantial advertising revenue anticipated from the show’s broadcast.
Advertising Revenue at Risk
The most recent season of “The Bachelorette” (featuring Jenn Tran in 2024) generated an estimated $30.7 million in advertising revenue, according to data from iSpot. ABC typically charges around $100,000 for a 30-second advertisement during the show, with an average of 30 minutes of ad time per two-hour episode.
However, a source familiar with the matter indicated to Adweek that most advertisers have reallocated their media spending to other ABC programming, mitigating some of the potential losses. ABC is currently the No. 1 entertainment network and is experiencing year-over-year growth.
Lost Promotional Value
Disney also incurred a loss of approximately $8.2 million in promotional value. Promos for the season aired 870 times on national linear TV since February 9, 2026, making it one of ABC’s most heavily promoted programs. Notably, these promos were featured during the 98th Academy Awards, a premium advertising slot.
Disney achieved a sellout of advertising inventory for the 2026 Oscars, with pricing increasing by a double-digit percentage compared to the 2025 awards show. In 2025, 30-second spots during the Oscars commanded between $1.7 million and $2.3 million. Despite a slight decline in viewership for the 98th Oscars (down by approximately 2 million viewers), Disney is already engaging with advertisers for the 2027 ceremony.
Questions Raised About Casting Decisions
The situation has prompted questions about Disney’s decision to cast Paul, given prior knowledge of her past altercation with Dakota Mortensen. The Hollywood Reporter and The Ankler have both raised concerns about the executive decision-making process that led to her selection as the Bachelorette.
Paul is also the star of Hulu’s “The Secret Lives of Mormon Wives,” and production on the fifth season of that show has been paused pending the outcome of an internal investigation conducted by Jeff Jenkins Productions, the show’s producer. A third-party law firm is conducting the investigation, which is expected to conclude this week.
The Future of ‘The Bachelorette’
The cancellation leaves the future of “The Bachelorette” franchise uncertain. Disney’s handling of the situation will likely be scrutinized, and the network faces the challenge of rebuilding trust with both viewers and advertisers. As The Ankler notes, this incident highlights the risks associated with casting reality stars with a history of public drama.
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