Canceling "Roseanne" may have cost ABC $100 million — but it saved Disney a whole lot more

It’s hard to measure what canceling “Roseanne” so abruptly following the star’s racist tweets may ultimately cost ABC. Industry estimates vary. The show could have generated a few million dollars up to $100 million.

It’s even harder to measure what axing the revived sitcom might cost ABC with “Roseanne” fans or Trump voters in the near term. Or what staying being in business with such a divisive figure may have cost parent company and ultimate family brand Disney long term.

But it’s fascinating to unpack.

ABC hasn’t published just how many ads it sold in “Roseanne” this past year or what it had locked up for next year. But several industry researchers have solid estimates.