The room is a set now, designed or not.

Disney now gets more than 40 percent of its media campaign assets from creators, up from under 10 percent five years ago. Marketing Dive reported the figure from an Advertising Week panel this week, alongside Chili's saying influencer work helped move the Triple Dipper from 7 to 15 percent of its category sales.

The number that matters there is the asset share, not the sales lift. A shift of that size in where campaign assets come from is a production change, and production changes land on the calendar before they land on the media plan.

For anyone building a live program, that means creators are a line item in the build. Where they stand, what they can shoot, and who clears it are floor plan questions. The room is a set now, designed or not.