Bachelorette Paused: Ad Dollars at Risk Amid Controversy
Disney pulled the upcoming season of “The Bachelorette” from its broadcast schedule on March 19, 2026, just days before its planned premiere, following the surfacing of a video depicting an altercation involving the show’s intended star, Taylor Frankie Paul and her ex-boyfriend, Dakota Mortensen.
The decision to halt the season, which would have been the show’s 22nd, came after TMZ published the 2023 video, leading to Paul’s arrest, according to reports. Disney Entertainment Television stated it would not move forward with the season “at this time,” and replaced the premiere with a rerun of “American Idol” on March 22nd. A spokesperson for Disney said the company’s focus is on “supporting the family,” though the nature of that support remains unspecified.
Paul, known for her presence on TikTok as one of the creators of #MomTok and as a star on Hulu’s “The Secret Lives of Mormon Wives,” acknowledged the situation through a spokesperson, stating she is “very grateful for ABC’s support as she prioritizes her family’s safety and security.”
Authorities in Draper City, Utah, confirmed to People magazine on March 16th that Paul and Mortensen, who share a two-year-aged son, are connected to an open “domestic assault investigation.” The Draper City Police Department declined to provide further details, citing a policy of not commenting on active investigations.
The cancellation of “The Bachelorette” season potentially impacts significant advertising revenue for ABC and Disney. The most recent season, featuring Jenn Tran, generated an estimated $30.7 million in advertising spend, according to iSpot. ABC typically charges around $100,000 for a 30-second advertisement during the show, with approximately half an hour of ad time per two-hour episode.
However, a source familiar with the matter indicated that much of the anticipated advertising revenue may be redirected to other ABC programming. The source noted that ABC is currently the leading entertainment network and is experiencing year-over-year growth. “Most advertisers have re-expressed their media dollars back into other ABC programming,” the source said.
Beyond lost ad revenue, Disney also incurred a loss related to promotional spending for the canceled season. From February 9th to the date of the cancellation, promos for “The Bachelorette” aired 870 times on national television, representing a media value of $8.2 million, according to iSpot. These promotions were among ABC’s most valuable in terms of media spend, trailing only those for R.J. Decker and Scrubs.
The Bachelorette promos were featured during premium advertising slots, including four airings during live and re-aired broadcasts of the 98th Academy Awards. Disney reportedly achieved a complete sellout of advertising space for the 2026 Oscars, with pricing increasing by a double-digit percentage compared to the previous year’s event. Disney generated between $1.7 million and $2.3 million for a 30-second spot during the 98th Oscars.
Production on the fifth season of “The Secret Lives of Mormon Wives” has also been paused, Paul revealed in a March 18th interview. Representatives for both “Mormon Wives” and “The Bachelorette” have not responded to requests for further comment.