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Less Scripted Content A Common Theme As Networks, Streamers Pitch Advertisers At The Upfronts
The NBC peacock logo is seen on the NBC studios building in Burbank.
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David McNew
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Getty Images
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Topline:
This week, both the traditional networks and three of the major digital video platforms (Amazon, Netflix and YouTube) pitched advertisers at their Upfronts in New York, where sports, live events and less scripted content seemed to be the trend.
Why it matters: As the traditional pilot season shrinks to a nub of what it used to be, networks are focusing on year-round programming, as well as amplifying the value of live sports and events, which remain television’s most lucrative draws. In particular, as is the conceit of the Upfronts, the ratings sports generates appeals to advertisers.
What “Sports Hulu” might look like: Sports Hulu, the joint venture between Disney, Fox and Warner Bros. Discovery that’ll aggregate their sports broadcasts into a new service, is expected to launch in the fall. Disney’s global ad sales chief Rita Ferro emphasized that the company feels optimistic about the service’s chance to bring in new customers, in particular younger ones who would pay for such an offering.
How streamers are getting in on the action: Amazon and Netflix would have normally been confined to the NewFronts, but now they’re participating in the Upfronts proper. They threaten to siphon away ad dollars from the traditional networks with their recent forays into the ad space. On Tuesday, Amazon highlighted its Thursday Night Football and “Dad TV” offerings, while Netflix added two NFL games this Christmas and is likely to highlight its recent successes in the live event space with the Tom Brady roast and John Mulaney talk show.
For more . . . read the full story on The Ankler.
This story is published in partnership with The Ankler, a paid subscription publication about the entertainment industry.
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