Advertisers, TV Networks Go to Battle Over Streaming Ad Rates
Brian Steinberg, provided by
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Rob Master loves the idea of putting commercials into new Hollywood streaming hubs like Peacock, HBO Max and Paramount Plus. But he’s not so enchanted with the costs being demanded by the media companies that own the sites.
NBCUniversal, WarnerMedia and others are seeking a premium from sponsors eager to attach their ads to streaming shows. “There is a challenge they are going to face with advertisers, ourselves included, that they need to sort out,” says Master, vice president of media and digital media at Unilever, the large consumer-products company behind Dove, Hellman’s, Lipton and Ben & Jerry’s. “I think we are definitely, like, ’Whoa.’”
Streaming Deals Key to Upfront Ad Sales as Networks Gun for Price Hikes
Brian Steinberg, provided by
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The largest TV networks are getting ready to snare billions of dollars from Madison Avenue. And lose them, all at the same time.
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The annual springtime ritual of programming presentations for ad buyers will be virtual this year, kicking off on Monday with events for NBC and Fox. Disney’s many platforms take the stage on Tuesday, as will Discovery and Univision. CBS and WarnerMedia go on Wednesday.
“We are seeing great strength in the markets, not just from a pricing point of view, but also from a volume point of view,” said Fox Corp. CEO Lachlan Murdoch, speaking to investors earlier this week. “The budgets are bigger and more significant than we would have expected,”
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