Virus Has Ad Sales Execs Taking Day-By-Day Approach
30/03/2020
A E president Paul Buccieri at last years upfront with Robin Roberts and President George W. Bush.
At this point, it's hard to calculate how much ad revenues were lost in the first quarter due to the coronavirus outbreak, executives said. As the second-quarter starts, they expect more of the same with a key milepost coming about May 1, when advertisers who bought third-quarter commercials in the upfront can exercise options to cancel those orders.
Even more uncertain is the 2020-21 upfront. Live presentations have been canceled and networks are looking for new ways to make their upfront pitches to media buyers and clients. But it is unclear when marketers will be able to decide how much they want to spend on advertising with consumers stuck at home and many businesses closed to stop the spread of the virus.
Were trying to have the philosophy of taking things two weeks at a time not to get too far ahead of ourselves and make decisions on where things are going to be a month or two from now, said Peter Olsen, executive VP for ad sales at A E Networks. Everyones been really reasonable. The conversations have been very understanding on both sides.
At Crown Media, which runs the Hallmark Channel, advertisers in the hardest-hit categories including cruise lines, airlines and hotels move quick to cancel their ads as consumers were urged to stay home, said Ed Georger, executive VP for ad sales.
WORKING WITH ADVERTISERS
Other advertisers have taken different approaches. They want us to work with them in a variety of ways. Some advertisers just want to push bank their schedules a little bit. Others may want to have broader shifts into other quarters. Weve worked with people. Weve had people donate their time to charitable organizations. Weve been working with the Red Cross for example, and the Ad Council," Georger said.
Ed Georger
Most clients are taking a day to day approach, looking at their own businesses and how the crisis is affecting their relationship with consumers.
I think the more that we see advertisers adjusting their message and thinking about their business more long-term the less were going to see the desire to just outright cancel," Georger said.
In the meantime, networks are doing business in the scatter market, where some advertisers are buying ads. Georger added that there's a need for inventory for direct-response ads, although that market is soft because there is so much supply with traditional demand down and viewing up.
Hallmark is also looking to increase its own promotion with some of the ad inventory it has on its hands.
We think that theres value in some messaging that we would do as a network to give support and encouragement to our viewers, Georger said. Were working with Hallmark cards to create a branded campaign that will really support the viewers and let them know that you know, as as a network, were there for them and remind them of some of the positive things in their lives. A message the Hallmark brand is uniquely able to deliver.
Media buyers are also busy accessing their clients' needs and trying to figure out how to reach consumers as TV networks are forced by the crisis and the benching of live sports big changes in their programming lineups.
HOW LONG WILL IT LAST?
Across categories and industries, there are a variety of reactions and explorations from cancellations, to postponements to creative re-expressions. To make a meaningful forecast on scatter and options, in general, there are two components that need to be clear: how definitively and quickly brands will respond and second, how extended the crisis will last, said Matt Sweeney, U.S. chief investment officer at GroupM.
With that said, we are confident there are and will be viable investment alternatives, and these alternatives could open different doors and paths to engage with customers. We are in dialogue with clients and partners daily, and it's assuring to see the elevated collaboration, said Sweeney.
Media agency Magna recently forecast that national advertising revenue will drop 13% this year, hurt by the Coronavirus crisis, with most of the decline occurring in the first half.
The network ad sales departments have had to figure out how to function from home, with offices close to slow the spread of the virus.
I give kudos first of all to our IT department. They jumped into action and really got everyone in the company set up pretty quickly to be able to function from outside the office, Georger said. With clients changing schedules and what commercials they want to run, traffic departments are also carrying the load.
I tip my hat and give large praise to the traffic department and the IT department that equipped them and gave them the ability to be able to do their job, Georger said. Its the beginning of the quarter which is always a pressure time, but now you add to that the constant adjusting of schedules. Theyre doing an amazing job.
The traffic guys are the heroes right now. Theyre working like crazy right now, added Olsen.
Olsen said that by approaching the business in two-week increments, the company has been able to put some guardrails around the fallout.
There's definitely an element of business as usually going on, said Olsen. Some advertisers are buying in the scatter market. There's certain categories that are seeing minimal disruption and then clearly there are some that are dealing with very acute challenges.
THIRD-QUARTER OPTIONS
The next inflection point that will determine how much ad sales will be disrupted in the second half
LINK: | https://www.broadcastingcable.com/news/virus-has-ad-sales-exec-taking-... |
See more stories from bandc |
North America Stories
29/03/2024
XenData Announces Media Portal for its LTO and Cloud Archive Solutions
XenData Announces Media Portal for its LTO and Cloud Archive Solutions Brie Clayton March 29, 2024 0 Comments XenData, the provider of cutting-edge da...
29/03/2024
Autodesk Maya and 3ds Max 2025 Released With Time-Saving New Toolsets
Autodesk Maya and 3ds Max 2025 Released With Time-Saving New Toolsets Brie Clayton March 29, 2024 0 Comments Autodesk Flow Production Tracking and Flo...
29/03/2024
Dalet to Demo AI-Enabled Production, Automation and Monetization at NAB Show
PARIS Dalet has announced that during the 2024 NAB Show (booth #W1713), attendees can experience firsthand Dalet's collaborative, AI-enabled workflows that ...
29/03/2024
DirecTV Inks Deal to Carry 2024 Colorado Rockies Games
DENVER AND EL SEGUNDO, Calif. DirecTV has announced a new agreement with Major League Baseball that will allow Colorado Rockies fans to see this season's ga...
29/03/2024
S&P: Media, Telecom M&A Plunges to 13-Month Low
S&P Global Market Intelligence has released new data showing that dealmaking in the North America for media and telecom companies remains in the doldrums....
29/03/2024
NAB Show: Pebble Launches PRIMA Software Platform
EPSOM, Surrey, UK The automation, content management, and integrated channel specialist Pebble, has announced that it will be launching a new software platform ...
29/03/2024
Gray Television to Air Arena Football League Local Games
ATLANTA Gray Television Inc. has inked a multi-year agreement with the Arena Football League to bring Saturday arena football games over-the-air to local audien...
29/03/2024
Avoid Collaboration Concerns
By Craig Anderton As the universe of Studio One users grows, so do opportunities for collaboration. But your collaborator may not be using the same version of ...
28/03/2024
Give Me the Backstory: Get to Know 8 Women Filmmakers With Shorts at the 2024 Sundance Film Festival
A still from Jasmin Baumgartner's Bye Bye, Bowser, which screened as part ...
28/03/2024
The Best Shared Storage For Video Production
alt= class=wp-image-12214 data-lazy-src=/wp-content/uploads/2024/03/Best-Shared-Storage-EVO-logo-960x540-1.jpg/> Embarking on a cinematic journey or crafting a ...
28/03/2024
Future-Proofing the B-52
L3Harris is upgrading critical electronic warfare systems to ensure the iconic aircrafts spectrum superiority for decades to come....
28/03/2024
Supporting the RCAF for more than 25 Years with L3Harris' WESCAM MX-Series
L3Harris' WESCAM MX-Series EO/IR systems have supported the RCAF for more than 25 years....
28/03/2024
ENCO to Add AI News Anchor to Qimera Virtual Production Set
NOVI, Mich. During the 2024 NAB Show, ENCO will be showcasing an AI-driven virtual anchor delivering live news from a realistic 3D virtual news set....
28/03/2024
Johan de Nysschen Named President and CEO of ARRI Americas
MUNICH ARRI has announced that Johan de Nysschen has been put in charge of the ARRI Americas team as president and CEO ARRI Americas Inc....
28/03/2024
Fubo Inks Carriage Deal with YES Network
NEW YORK The YES Network and FuboTV have reached a multi-year carriage agreement that will allow Fubo to launch YES in its Pro base channel plan in time for YES...
28/03/2024
Dalet to Demo AI-Enabled Production, Automation and Monetization at NAB 2024
PARIS Dalet has announced that during its 2024 NAB showcase (booth #W1713), attendees can experience firsthand Dalet's collaborative, AI-enabled workflows t...
28/03/2024
Blackmagic Design Used on 2024 Oscar Nominated Films
Blackmagic Design Used on 2024 Oscar Nominated Films Brie Clayton March 28, 2024 0 Comments Blackmagic Design congratulates the many film professional...
28/03/2024
Arkona to Introduce BLADE//master Control and Orchestration Service at NAB 2024
Arkona to Introduce BLADE//master Control and Orchestration Service at NAB 2024 Brie Clayton March 28, 2024 0 Comments New option for BLADE//runner ke...
28/03/2024
Join Maxon for NAB 2024
Join Maxon for NAB 2024 Brie Clayton March 28, 2024 0 Comments Maxon returns to NAB with presentations by artists from around the world and demos of t...
28/03/2024
Boston Conservatory to Present Center Stage Production of A Midsummer Night's Dream at The Huntington
Boston Conservatory to Present Center Stage Production of A Midsummer Night'...
28/03/2024
2024 Big Night In Raises $145k to Support Triangle Arts Councils
Capitol Broadcasting and WRAL-TV once again proudly supported our local arts community with the broadcast of Big Night in for the Arts Thursday, March 7, 2024. ...
28/03/2024
JIC, MRC Announce Accord On Roles In Judging Measurement Companies
With more companies offering different approaches to measuring television viewing and campaign effectiveness, two of the groups that evaluate potential media bu...
28/03/2024
Hulu Added to Disney Plus App for Bundle Subscribers
The Walt Disney Co. said that it launched Hulu on Disney Plus, which makes Hulu programming available via the Disney Plus app....
28/03/2024
GroupM To Double Ad Spending On Women's Sports Programming
Giant media buyer GroupM said it plans to double its media spending on women's sports....
28/03/2024
Scripps Renews State Farm As Sponsor of Friday Night WNBA on Ion
Scripps Sports said that State Farm has signed a new multi-year agreement to continue as the title sponsor of Ion's Friday night WNBA telecasts....
28/03/2024
Elisabeth Moss, Kerry Washington Sign On for Imperfect Women' on Apple TV Plus
Elisabeth Moss and Kerry Washington will star in, and executive produce, Imperfe...
28/03/2024
Telemundo Station Group Addresses Climate Change With Month-Long Initiative
Telemundo Station Group launches the month-long climate change initiative Our Planet Thursday, March 28. The multiplatform campaign ends on Earth Day, April 22,...
28/03/2024
Circle City Broadcasting Renews Nielsen Ratings Deal
Nielsen said that Circle City Broadcasting, owner of WISH-TV in Indianapolis, has renewed its local TV measurement deal....
28/03/2024
Lionsgate Extends Deal With Seth Rogen's Point Grey Pictures
Lionsgate Television said it extended its deal with Point Grey Pictures, the production company led by Seth Rogen, Evan Goldberg and James Weaver....
28/03/2024
Ariana DeBose Back as Tonys Host
Ariana DeBose returns as host of the Tony Awards Sunday, June 16, on CBS and Paramount Plus. It is her third consecutive time hosting, and it will be the 77th T...
28/03/2024
The Steve Wilkos Show' Renewed for Season 18
The Steve Wilkos Show has been renewed for its 18th season in national syndication, Tracie Wilson, executive VP, NBCUniversal Syndication Studios & E! News, sai...
28/03/2024
Sinclair Selects Embrace as Its Media Orchestration Engine
PARIS Embrace, a developer of advanced automation and orchestration software solutions, has announced that Sinclair Broadcast Group has selected Embrace's P...
28/03/2024
Nielsen and Circle City Broadcasting Renew Local TV Measurement Deal
NEW YORK Nielsen has a multi-year renewal with Circle City Broadcasting, Indianas only locally owned and operated broadcast and digital news media network, for ...
28/03/2024
JVC to Demo Its First Ever 40x Zoom PTZ Camera Series at 2024 NAB Show
LAS VEGAS JVC Professional Video has announced that it will debut its new KY-PZ540 Series PTZ Cameras with 40x zoom at 2024 NAB Show (Booth C4720)....
28/03/2024
Brightcove Launches Cloud Playout 2.0
BOSTON Brightcove has announced the launch of Cloud Playout 2.0, a platform that the company said will offer customers new ways to create linear channels, monet...
28/03/2024
NBC Sports Chicago to Air First-Ever Animated Real-Time Local Sports Telecast
The Chicago Blackhawks and NBC Sports Chicago have announced a collaboration with the NHL to bring fans the first-ever local animated real-time sports telecast....
28/03/2024
The Best News Coverage is Real, Live, Balanced, Professional
The Best News Coverage is Real, Live, Balanced, Professional Andy Marken March 28, 2024 0 Comments Hero image source News of the World, Perfect Wo...
28/03/2024
TNT Sports Gets Its College Game On for March Madness Audio
TNT Sports Gets Its College Game On for March Madness Audio Marching bands, crowds make up for lack of court FX and wired players By Dan Daley, Audio Editor ...
28/03/2024
Cosm/ESPN Deal Will Bring NBA, NHL, Tennis, College Football, and More to Shared Reality' Venues
Cosm/ESPN Deal Will Bring NBA, NHL, Tennis, College Football, and More to Share...
28/03/2024
MLB 2024: The Famous Group, Miami Marlins Team Up for AI-Powered Intro for All 2024 Home Games
MLB 2024: The Famous Group, Miami Marlins Team Up for AI-Powered Intro for All 2...
28/03/2024
MLB 2024: MLB Network Showcase Opts for Secaucus-Based Remote Production
MLB 2024: MLB Network Showcase Opts for Secaucus-Based Remote Production The league's production arm marks 15th-anniversary season with packed schedule By ...
28/03/2024
MLB Opening Day: ESPN Brings Sunday Night Baseball Into Analytic Age With Volumetric Replays, Win Probability' in Scorebug
MLB Opening Day: ESPN Brings Sunday Night Baseball Into Analytic Age With Volume...
28/03/2024
MLB 2024: FOX Sports Steps Up to the Plate With Big Audio Plans
MLB 2024: FOX Sports Steps Up to the Plate With Big Audio Plans More player and field sound will be on tap By Dan Daley, Audio Editor Thursday, March 28, 202...
28/03/2024
Netflix Announces Agatha Christie Series 'The Seven Dials Mystery' by 'Broadchurch' Writer Chris Chibnall
Back to All News Netflix Announces Agatha Christie Series The Seven Dials Myste...
28/03/2024
Haivision Showcases World-Leading Live Video Contribution Ecosystem at the 2024 NAB Show
Makito X4 video encoders, Haivision Pro mobile transmitters, StreamHub receiver,...
28/03/2024
FOR-A shows production flexibility for entertainment and sports at CABSAT
Compressed and uncompressed IP solutions alongside SDI...
28/03/2024
Greater Scope: Doctors Get Inside Look at Gut Health With AI-Powered Endoscopy
From humble beginnings as a university spinoff to an acquisition by the leading global medtech company in its field, Odin Vision has been on an accelerated jour...
28/03/2024
Get Cozy With Palia' on GeForce NOW
Ease into spring with the warm, cozy vibes of Palia, coming to the cloud this GFN Thursday. It's part of six new titles joining the GeForce NOW library of ...
27/03/2024
Inside the Archives: It's Lights, Curtains, Action When Sundance Films Become Stage Productions
By Jen Scott It's time to unwrap those noisy candies and put your phone on ...
27/03/2024
Sencore and Showfer Announce Collaboration at NAB 2024, With a Brand-New Content Management and Distribution Solution
Las Vegas, NV, April 14-17, Booth W2401 Sencore, a leading provider of profess...