
WHY THIS MATTERS
Nets always want to put their best foot forward for advertisers, and beating the upfront rush is considered by some a way to do that.
The 2014-15 Upfront season is scheduled to blossom on March 4, according to the Weather Channel's current forecast. Weather Channel's parent, The Weather Co., is holding its presentation for advertisers early because it has a multifaceted pitch to make and doesn't want to get lost in the shuffle. Last year, the company held an upfront for its TV network and participated in the NewFronts for its digital products. This coming year, The Weather Co. will combine both into a single event that it's calling an AllFront.
At this point it appears, based on the calendar kept by the Cabletelevision Advertising Bureau, that the Weather Channel's March shindig will launch the upfront season, a series of events ranging from serious presentations to parties with music and drink, all designed to persuade media buyers and their clients where to spend their marketing dollars. The early CAB calendar already lists 21 events. While the networks also meet one-on-one with clients and agency planners and buyers, a memorable event is a good way to make an impression.
Generally, cable networks go first and lead up to the broadcasters' upfronts week in May. In the last few years, however, that week has been infiltrated by cablers Turner Broadcasting and ESPN and punctuated by USA Network.
In 2013, there were four upfront events scheduled for February, months before most ad sales deals are negotiated in June. It is possible that networks will still hold events in February. Three of the four events held that month last year were thrown by NBCUniversal networks. At this point, only one of NBCU's entertainment networks appears on the CAB calendar. An NBCU representative had no comment on the upfront plans of networks including USA, E!, Oxygen and Esquire. Syfy wants buyers to hold the date of March 25.
Under ad sales president Linda Yaccarino, NBCU has been pushing a portfolio sell to convince clients and buyers they can reach customers by using a combination of NBCU's broadcast, cable and digital assets. Earlier this year, the group reorganized its sales force into bundles of networks based on their programming.
NBCU could opt to hold an event at which all its brands would be represented or continue to have events for each network to reinforce their assets and give buyers and clients an opportunity to hear about their plans from their senior executives. Last year, NBCU CEO Steve Burke gamely attended nearly all of his networks' events for ad buyers, but he would probably prefer to make fewer public appearances.
Looking to Shine
Weather Channel, on the other hand, wants its place in the sun. The Weather Co. has been investing in data and analytics to show how the weather affects its clients' business, whether they are in fast food, retail or pharmaceuticals. We wanted to go so early because it's a pretty comprehensive message that we're doing, says Chris Raleigh, Weather Co. senior VP of cable and cross-platform ad sales.
After doing a separate upfront and NewFront last year, feedback from most clients and agencies was that they didn't want to sit through two presentations from a single media company.
Weather will also be reviewing the TV network's new programming, including the way it offers a local forecast via a crawl, which means viewers don't have to wait for local weather on the eights every 10 minutes. Since the new format was launched last month, Raleigh says length of tune-in is up, which is good for both the network and its sponsors.
While some networks are consistent regarding whether or not to hold a big upfront presentation, others change plans year to year. For example, Reelz Network, which wasn't on the CAB calendar in 2013, has set April 9 as its date for an upfront event.
On the other hand, FX Networks, which held a major presentation last year to introduce media buyers to its new suite of channels- FX, FXX, FXM-is likely to return to its strategy of holding individual meetings with agency buyers and clients. Next year, a big part of the FX message will be selling The Simpsons, slated to appear on cable for the first time on FXX starting in fall 2014.
FX is likely to continue its tradition of holding an upfront bowling party where media buyers can mix with the stars of its original shows. Homer Simpson might not be on hand, but surely he would approve.
WHY THIS MATTERS
Nets always want to put their best foot forward for advertisers, and beating the upfront rush is considered by some a way to do that.
Most recent headlines
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
01/05/2025
WASHINGTON The Corporation for Public Broadcasting has filed a lawsuit to stop the Trump administration from firing three of its board members, claiming the pre...
01/05/2025
HONG KONG Riedel Communications today said it has opened a new office in Hong Kong, enhancing its presence in the Asia-Pacific region....
01/05/2025
MUMBAI, India & BALTIMORE In a development that could advance efforts to bring NextGen TV to cellphones, FreeStream Technologies, Lava International and HMD hav...
01/05/2025
01 05 2025 - Media release Screen Australia empowers 100 distinctive Australian narratives
All The Boys Are Here writer/director Goran Stolevski and It s All...
01/05/2025
How PFX Delivered 750 VFX Shots in Just Four Months For Anthony Hopkins Thriller...
01/05/2025
Careline's New Wave Makeup Commercial Shot With URSA Cine 12K LF
Brie Clayton May 1, 2025
0 Comments
CAD Studios relies on large format, full fram...
01/05/2025
RT Investigates reveals details of Christian Brothers who were senior leaders a...
01/05/2025
RT Statement
The Enterprise Resource Planning (ERP) project is one of the projects that was funded from the proceeds of RT 's land sale in 2017, the init...
01/05/2025
Watch our promo: RT Supporting the Arts | What's on
This May, RT is delighted to support Bealtaine Festival, Fastnet Film Festival, and Dublin Dance Fest...
01/05/2025
For Nicolas Simon, advancing the field of robotics is a personal mission that could change his siblings' lives.
Two-thirds of Simon's family members us...
30/04/2025
Film elements held at the Deluxe warehouse in March of 2015. Photo by Luis Silva...
30/04/2025
EA SPORTS FC 25 fans in Australia and Saudi Arabia, get ready to immerse yourselves in the beautiful game like never before. Spotify is excited to announce a n...
30/04/2025
The past year has been nothing short of a whirlwind for Tucker Wetmore. After th...
30/04/2025
Mexico's love for podcasts is no longer a trend-it's a lifestyle. With m...
30/04/2025
Slam poet Huda the Goddess wins 2025 Les Murray Award
30 April, 2025
Media releases
Australia for UNHCR and SBS are proud to announce that Huda Fadlelmawla...
30/04/2025
SBS, NITV and NIDA partner to empower the next generation of screen creatives
30 April, 2025
Media releases
SBS, National Indigenous Television (NITV) and ...
30/04/2025
By Joyce JC Cataldo
The media and entertainment industry is evolving faster than ever. Technology is shifting the way we create, distribute, and experience c...
30/04/2025
An image of Valencia, Spain, in the OneAtlas Living Library...
30/04/2025
NEWPORT BEACH, Calif. WPSD-TV, the NBC affiliate in Paducah, Ky., has selected Bitcentral's Central Control playout system to upgrade the station's mast...
30/04/2025
AMSTERDAM Zero Density, a global provider of virtual studio productions and on-air graphics, has appointed Baris Zavaroglu as its new CEO. Zavaroglu succeeds Of...
30/04/2025
The Avit Group, a forward-thinking audio-visual technology company, is bringing over 50 years of combined experience in delivering audio-visual design and insta...
30/04/2025
NXTGENbps will be showcasing its latest sustainable battery power solutions at this year's Media Production & Technology Show (MPTS), appearing alongside pa...
30/04/2025
Van Dyke skates and operates on Shoresy | photo by Dave Ferguson
Toronto-based Cinematographer Brett Van Dyke (Heartland, Jann, Carter) stepped into the rink...
30/04/2025
Leading provider of media playout solutions PlayBox Neo will exhibit a vast array of significant upgrades to its range of smart media innovations at CABSAT from...
30/04/2025
ITV Studios is renowned for its award-winning productions, including the reality TV phenomenon I'm a Celebrity Get Me Out of Here! Produced by Lifted Ente...
30/04/2025
The UK's presence at this year's CABSAT brings together 20 innovative companies under the GREAT Britain and Northern Ireland banner. From advanced infra...
30/04/2025
Lightware continues to strengthen its Environmental, Social, and Governance (ESG) initiatives by fostering diversity, inclusion, and community engagement within...
30/04/2025
LiveU is demonstrating for the first time in the UK, its revolutionary technological breakthrough in IP-video transport, LiveU IQ (LIQ ) and bringing its expand...
30/04/2025
Stand: A40
Calrec has been putting sound in the picture for more than six decades and is still pushing the boundaries of audio broadcasting with a full range o...
30/04/2025
Buckinghamshire New University (BNU) has opened its new virtual production studio, designed and integrated by CJP Broadcast. The installation equips students wi...
30/04/2025
Independent news producer in India focuses on delivering stories
nxtedition has supplied a complete newsroom system to Collective Newsroom, based in New Delhi,...
30/04/2025
Connecting the present, building the future
FOR-A, a cutting-edge video broadcast technology company backed by more than 50 years experience, will showcase it...
30/04/2025
DAD by NTP Technology reports a successful NAB Show in Las Vegas where the company focused on upcoming expansion options in development for its Thunder | Core a...
30/04/2025
CVP and Canon UK & Ireland are proud to announce the winning projects from the third annual Stories in Motion Young Filmmakers Awards, which took place on the e...
30/04/2025
Leading video software provider, Synamedia, today announced that beIN MEDIA GROUP ( beIN'), one of the foremost global sports and entertainment broadcasters...
30/04/2025
The Canadian Premier League (CPL) today launched a new-look website and app, offering supporters of Canada's men's domestic professional soccer league a...
30/04/2025
WASHINGTON In a wide-ranging press conference, Federal Communications Commission Chair Brendan Carr had both good and bad news for broadcasters, stressing that ...
30/04/2025
TORONTO Cignal TV is relying on Quickplay's Shorts tool for its recently launched Pilipinas Live Shorts service, available to millions of users of Pilipinas...
30/04/2025
NEW YORK Steve Lanzano will retire as president and CEO of the Television Bureau of Advertising at year-end, the group said....
30/04/2025
The news production tech provider nxtedition is reporting that it supplied a complete newsroom system to Collective Newsroom, an independent news producer based...
30/04/2025
NEW YORK As part of a major push to advance the role that artificial intelligence (AI) plays in the advertising industry, the Interactive Advertising Bureau has...
30/04/2025
Uzbekistan Airways is the latest airline to choose SES's network, while Thai...
30/04/2025
Loaded Uses Blackmagic Design for shroud Subathon Live Streams
Brie Clayton April 29, 2025
0 Comments
Blackmagic Studio Cameras and Micro Studio Camer...
30/04/2025
Help shape the future of video creator tools with MIDiA
Brie Clayton April 29, 2025
0 Comments
After a successful debut in 2024, MIDiA is calling once...
30/04/2025
Tania Le n and Kelli O'Hara to be Honored at Boston Conservatory at Berklee&...
30/04/2025
Andr 3000 and Sara Bareilles to Receive Honorary Doctorates at Berklee College ...
30/04/2025
You've seen the headlines, now it's time to go Behind the Story
RT News has today (Wednesday) launched a brand-new news podcast, Behind the Story, h...
30/04/2025
Damien Molony will head back to Jersey for a second series of Bergerac, written by Toby Whithouse alongside Ashley Sanders, Emilie Robson and Faebian Averies
D...
30/04/2025
Advancing multi-domain EW operations: Rohde & Schwarz unveils latest innovations...