TV’s Upfront Week, Once Cheery, Gets Crabby, Cramped and Contentious

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Earning profits in the television industry has become more challenging than before. Consequently, the extravagant presentations that networks organize for their advertisers are not as enjoyable as they previously were.

Making money in TV is tougher nowadays. The exciting events networks used to throw for advertisers aren’t as fun anymore.

For over half a century, the “upfront” event hosted by television networks has been an essential fixture on Madison Avenue’s schedule. This tradition dates back to the 1960s when executives from at least one network would host a grand spectacle for big-spending clients like General Motors, Coca-Cola, and Apple. The goal was to secure significant funds before the upcoming television season. During these events in New York City, attendees enjoyed fine dining, cold seafood, complimentary drinks, collected autographs from TV personalities, and conversed with advertising executives and media buyers from their respective agencies.

Now this spectacle is decidedly less spectacular.

Originally spanning four days, Upfront Week has now been condensed to just three. The grand finale event, traditionally sponsored by Fox and attended by leading media agency executives, is no more. The current post-event celebration hosted by Fox is smaller in scope and no longer accessible to the press that has consistently attended their upfronts. Could it be that the Murdoch family is tired of catering to a media that criticizes them? Additionally, the final day presentation from CW, previously supported by CBS and Time Warner, is also absent. The network’s current owner, Nexstar (a large TV-station company), appears less inclined to invest heavily in attracting advertising dollars while they are still focusing on maximizing profits within their existing operations.

Due to the crunch of time left for attracting ad revenue, all major players in the industry find themselves competing intensely against each other. Amazon, who seized a Tuesday-morning slot from Disney’s ESPN last year, is planning to pitch to potential Prime Video advertisers on Monday evening this year – a timeslot that has historically been utilized by Fox and NBCUniversal. As a result, these two companies are losing their traditional opportunities for hosting dinners and meetings with in-town clients during those hours.

Due to scheduling changes, NBC has shifted an event, which traditionally takes place on Monday nights and is associated with Telemundo, to Tuesdays. This move could potentially clash with a party usually hosted by Disney. On the same Tuesday morning, Disney will host a press event discussing ESPN. Executives at TelevisaUnivision are concerned that this event might draw away journalists who would normally attend their own presentation, scheduled during the same timeframe. In 2024, Amazon did something similar by hosting an event in lower Manhattan that ran late, making it more challenging for attendees to also make it to a Univision showcase located in midtown.

The joy is palpable?

As a film enthusiast, I can’t help but notice the profound impact the coronavirus pandemic has had on the industry. Once-grand events were labeled “super-spreaders,” forcing us to adapt and embrace virtual, streaming presentations instead. This shift has shown that face-to-face meetings are no longer essential for conducting business, as advertisers and agencies have proven they can thrive online.

The move towards streaming and digital platforms has also meant a redistribution of ad dollars away from traditional TV networks, who find themselves in a less dominant position compared to the emerging giants like Amazon, Netflix, and others that are now part of the upfront calendar.

One major player has stepped away from the stage. Historically, CBS used to act as a precursor or benchmark during the annual upfront presentations, often hosting these events at Carnegie Hall and even inviting The Who to highlight their prime-time schedule. Currently, the company that owns CBS, Paramount Global, is actively seeking a new owner due to financial difficulties. Since 2022, CBS has not held its Carnegie Hall upfront presentation.

The incumbent head of ad-sales at the company expresses no remorse. As John Halley, President of Advertising at Paramount, points out, traditional upfront presentations are often criticized for providing a poor user experience. Halley describes these events as “grandiose” and notes that they don’t facilitate meaningful dialogue between media outlets and advertisers. In contrast, Paramount hosts nine separate dinners for specific agencies and advertisers, which often feature well-known personalities such as Drew Barrymore, Jon Stewart, Tony Romo, and Jeremy Renner. These gatherings provide an opportunity for more interactive discussions.

Listening to our customers to understand their requirements is essential,” Halley emphasizes. “It’s a crucial aspect that cannot be mimicked during grand presentations.

For advertisers aiming to establish visibility in short-lived content such as sports events, special programs like “SNL” anniversaries, news broadcasts, award shows, or weekly limited series, the initial market plays a crucial role. Unlike other content that can be watched at one’s convenience, these fleeting programs offer advertisers a unique opportunity to secure their presence during the broadcast.

Advertisers nowadays are usually active throughout the entire year, not just in May. They understand that they can likely secure inventory through programmatic technology, which enables them to purchase impressions based on specific audience traits, or by using advanced systems that target different commercials – such as a dog food ad at one household and cat food ad at another.

As the landscape evolves, upfront events hold less weight compared to their historical significance, yet they still seem beneficial. These showcases serve as a unifying platform for the industry and its advertisers for an entire week, producing vast promotional materials. However, it’s evident that their usefulness is waning, while their costs remain substantial.

The outreach efforts won’t cease unless advertisers such as Procter & Gamble and McDonald’s announce they no longer wish to purchase ads in this manner. Until then, these interactions will persist. However, those in the advertising industry, often referred to as “Mad Men,” may start feeling more frustrated as time goes on.

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2025-05-11 20:08