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This week is Upfront Week when the broadcast networks present their fall and midseason schedules to advertisers and the media. At press time, only NBC had announced its full schedule.
What was once the enemy is now being welcomed as the roommate. Over the last year of pandemic-accelerated changes in the industry, there has been an explosion of streaming services, many owned by the same companies that run NBC, ABC, CBS and some of big cable networks that will take the virtual stage this week. Those companies (at least those with prized streaming services) are now the ones pushing the migration of ad dollars toward digital.
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“What we’re trying to do is persuade advertisers to bring more of their investments over to our streaming services,” one network executive told TheWrap. “We feel like there is a lag in terms of the investment pattern.”
Streaming Wars Could Shake Up TV s Ad Dollars
Brian Steinberg, provided by
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Donna Speciale’s recent return to the business of selling TV advertising might be the most obvious hint that Madison Avenue is eager to get back to normal after a year of coronavirus chaos. Too bad that won’t be possible.
Speciale is a veteran ad executive with hard-won experience on both sides of the bargaining table. She spent years as a top media buyer working for ad giants like Procter & Gamble and Coca-Cola before testing new waters and leading ad sales efforts at WarnerMedia. She was recently named the ad sales chief at Spanish-language broadcaster Univision. Her first actions in that role show just how much quick change the industry is facing. She hired two of her top lieutenants at WarnerMedia, Dan Riess and Dan Aversano, a move that lets advertisers know they’ll be dealing with a familiar team. And she unveiled a glitzy deal that named Clorox, Coca-Cola, Dunkin, Johnson
Disney Pulls Hulu From NewFronts, Plans Company-Wide Advertiser Showcase
Brian Steinberg, provided by
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When Walt Disney Co. talks to Madison Avenue going forward, it will be with one voice.
The media giant will in weeks to come hold three different meetings with advertisers to describe new marketing opportunities across its portfolio of assets. As a part of that plan, Disney will no longer hold a separate presentation for its Hulu streaming-video hub, as has been tradition for the last several years. Hulu’s showcase for advertisers took place during the industry’s annual “NewFronts,” a series of events organized by the Interactive Advertising Bureau, a trade organization that represents digital-media companies.