Walt Disney Co. /zigman2/quotes/203410047/composite DIS -0.71% plans to limit itself to four minutes of commercials per hour of programming on its new advertising-supported version of Disney+ streaming service, The Wall Street Journal reported on Tuesday. The media company also said no advertising will be shown at all to preschoolers who are using their own profile to watch the service. The four minutes of commercials per hour amounts to about half the advertising time on Hulu, which Disney also controls. It's also less than competing streaming services. Rita Ferro, Disney president of ad sales and partnerships, told the newspaper in an interview the company is "never going to collect data on individual kids to target them." Shares of Disney rose 1.7% in premarket trades.