Looks like NBCU will be doing an upfront after all—one that encompasses more than their traditional upfront while being more targeted for agencies and advertisers. The company announced an “innovative, client-centric approach” to its traditional upfront presentation that will include the announcement of a year-round programming schedule in April; a series of one-on-one client meetings in NYC, LA and Chicago; and a spotlight event on 5/12 that will showcase the platforms and capabilities of the larger NBC Universal company.
"A business-as-usual approach no longer applies in today’s multi-platform media environment," said Jeff Zucker, NBC Universal CEO. "The traditional primetime presentation shines a light on only one piece of what our company has to offer. This new approach gives our clients an early look at NBC’s scheduling strategy and allows us to showcase the full suite of creative advertising solutions and customized services that NBC Universal is uniquely positioned to provide to the marketplace."
As part of the new selling process, NBC Entertainment unveil a full, 52-week primetime sked in early April. Over a three-day period in NYC, Ben Silverman and Mark Graboff, Co-Chairmen of NBC Entertainment and Universal Media Studios, will meet with advertisers and agencies to allow for a more collaborative dialogue with clients about the advertising opportunities in the schedule.
Immediately following the network’s schedule presentation, NBC Universal’s sales team will begin a series of client meetings in NY, LA and Chicago to discuss the new schedule as well as detail the numerous opportunities and capabilities available across the NBCU portfolio.
The new upfront approach will culminate in a spotlight event 5/12 that will showcase the full scale of the NBCU offerings in a multi-media, interactive environment. Advertisers will be invited to a Manhattan location to join execs and talent to experience the spectrum of ad opportunities available within NBCU: NBC Universal Cable Entertainment; NBC News; CNBC; Out of Home assets; Digital Properties; Wireless and Mobile; Research and Technology Centers; NBC Entertainment; NBC Sports and Olympics; Telemundo; International and "Green" initiatives.
The day’s events will conclude with a party to celebrate the kick-off of the selling season. Telemundo will also take a more customized client-centric approach with its Upfront with a series of development meetings in major US Hispanic markets in March.
The NBCU Cable Entertainment networks will continue their upfront presentations as they have in years past, holding a series of special events showcasing each network’s programming lineup, followed by one-on-one meetings with individual clients and agencies.