CBS announced it plans to hold an upfront presentation for advertisers as usual at Carnegie Hall in New York. The date is Wed. May 14. Additional details are t/b/a. In fact, now that the WGA Strike dust has settled, Mediaweek reported they’re hearing all of the networks will indeed host some sort of an upfront presentation—but to what degree and size?
Let’s face it—the WGA strike created a sea change in the industry. Most upfronts from here on out are going to be smaller, shorter, with less programming hyped. NBC began the discussion even before the strike began—that pilots are too expensive to sink money into—85% of them don’t make it past one year. Agencies and clients are smart—they can get the idea of a show’s appeal without seeing it surrounded in a dog and pony show. No offense intended—really. Those days will be fondly remembered.
Agencies have been saying for years: They don’t have the time for the long, pomp and circumstance presentations. They need more small-group, personalized presentations where they can ask questions and get answers. Show them the show teasers over the internet. Media agencies are unbelievably busier than they used to be with so many other forms of media to deal with. Network television is not the only kid in town anymore and these folks are working until 8PM and beyond to keep up with it. So, yes, please give them a break…and save yourself a few bucks!