An Ad Age Field Guide for Navigating Manhattan During Upfront Week 2010

An Ad Age Field Guide for Navigating Manhattan During Upfront Week 2010

From Fox on the Upper West Side to CW in the Garden, a Map to The TV Networks’ Presentations

Broadcast’s Youth Market Starts at 44
Why Advertisers This Upfront Will Pour Billions Into Network TV Prime Time to Reach Increasingly Aging Demo
NEW YORK (AdAge.com) — While advertisers get ready to plunk down billions on prime-time broadcast TV during this upfront, consider this statistic: The median age of viewers of regular prime-time fare is nearing 51 (Fox, the youngest, is 44). All of which leads to a burning question: Why are advertisers expected to rush to pick up some $9 billion in inventory in a medium that seems to be passing by younger viewers?

What TV Advertisers Want From the Upfront
Media Buyers’ Takes on the Network Pitches: Starcom USA’s Chris Boothe
NEW YORK (AdAge.com) — The TV networks are busy putting their best face forward at this week’s upfront presentations, trying to convince advertisers that their new schedules are stacked with programs only a fool wouldn’t buy. But before the presentations began, Ad Age made the rounds among some prominent media buyers for their takes on the networks’ pitches, most interesting shows, the appeal of online video and “event TV.” Chris Boothe, president-COO at Publicis Groupe’s Starcom USA, argued that networks shouldn’t insist on “unreasonable” price increases.

Why CBS Needed Charlie Sheen
‘Two and a Half Men’ Actor Was Indirectly Integral for Network’s Aggressive Thursday-Night Foray
NEW YORK (AdAge.com) — CBS is truly happy that negotiations with actor Charlie Sheen, which have been the subject of public debate for weeks, didn’t turn its popular sitcom “Two and a Half Men” into “One and a Half Men.” Leslie Moonves, CEO of CBS Corp., told a version of that joke at least twice Wednesday. But if the network had not cemented Mr. Sheen’s participation in “Men,” it might not have been able to challenge NBC so directly and broadly next fall.

What TV Advertisers Want From the Upfront
Media Buyers’ Takes on the Network Pitches: Initiative’s Kristian Magel
NEW YORK (AdAge.com) — The TV networks are busy putting their best face forward at this week’s upfront presentations, trying to convince advertisers that their new schedules are stacked with programs only a fool wouldn’t buy. But before the presentations began, Ad Age made the rounds among some prominent media buyers for their takes on the networks’ pitches, most interesting shows, the appeal of online video and “event TV.”

CBS Expected to Launch New ‘Hawaii Five-O’
‘Criminal Minds’ Spinoff Also on Tap as Network Seeks Reliable Performers
NEW YORK (AdAge.com) — CBS, the TV network that has little room for error in picking new programs, is expected to launch a new version of the popular police classic “Hawaii Five-O” and a spinoff of its series “Criminal Minds,” according to people familiar with the network’s decision-making process.

What TV Advertisers Want From the Upfront
Media Buyers’ Takes on the Network Pitches: OMD’s Chris Geraci
NEW YORK (AdAge.com) — The TV networks are busy putting their best face forward at this week’s upfront presentations, trying to convince advertisers that their new schedules are stacked with programs only a fool wouldn’t buy. But before the presentations began, Ad Age made the rounds among some prominent media buyers for their takes on the networks’ pitches, most interesting shows, the appeal of online video and “event TV.” Chris Geraci, managing director of national TV investment at Omnicom Group’s OMD, talks about what he’s looking for from networks.

After ‘Lost,’ ABC Finds New Comedies
Disney Network Readies 10 New Shows to Flank Aging Veterans ‘Grey’s,’ ‘Housewives’
NEW YORK (AdAge.com) — Faced with the aging of some of its marquee shows and the departure of its long-running mystery drama “Lost,” Walt Disney’s ABC said it would add seven new series to its fall lineup, reworking four weeknights on the prime-time grid.

Football Already Winning Upfront Deals, Networks Say
Live Sports Benefit From DVR Effect on Scripted Shows
NEW YORK (AdAge.com) — Advertisers are focusing on buying time in football broadcasts, according to networks, even before the networks have much of their prime-time lineups on the grid for consideration.

Fox to Focus on New Comedies, Ambitious Dramas
As ’24’ Departs and ‘Idol’ Matures, Spielberg and Chernin’s ‘Terra Nova’ a ‘Big Bet’
NEW YORK (AdAge.com) — News Corp.’s Fox network, faced with the loss of fan-favorite drama “24” and a softening in the appeal of its biggest hit, “American Idol, said it would try to use its popular musical drama “Glee” to launch new comedies on Tuesdays and also introduce some ambitious dramas in the fall and spring.

NBC Revamps Prime-Time Lineup With Emphasis on Scripted Programming
Thursday Remains Focused on Comedy; Wednesday Drama Block Includes J.J. Abrams’ ‘Undercovers’
NEW YORK (AdAge.com) — NBC unveiled a new prime-time schedule for its coming fall season that reworks a significant portion of its programming and aims to get the network on proper footing following its decision last year to put an ill-fated talk show featuring comedian Jay Leno on five nights a week.

Keeping Score of the Upfront
Our Guide for What to Expect From Broadcast in 2010
NEW YORK (AdAge.com) — You can’t tell how the players are doing without a scorecard, so even though most analysts, TV executives and even ad buyers acknowledge this year’s upfront market will be robust, we’re giving you a thumbnail sketch.

For TV Networks, Every Thing Old Is New Again
From ‘Hawaii Five-O’ to ‘Rockford Files,’ Risk-Averse Execs Seek Built-in Audience
NEW YORK (AdAge.com) — Flick on the TV set, and chances are you’ll come across a doctor, lawyer or cop pretty quickly. This fall, you might see the exact same doctors, lawyers and cops from seasons past.

Why Broadcast and Cable Are Starting to Look the Same
Turner President Steve Koonin on Conan O’Brien, New Economics of TV, Why Networks Must Take Risks
NEW YORK (AdAge.com) — Steve Koonin, president of Time Warner’s Turner Entertainment Networks, on the new models that have begun to emerge, the shape of Mr. O’Brien’s new show and why aggressive marketing can sometimes help bolster a TV network’s cause.

Can Hub Rally Rivals to Play With Hasbro?
Joint Cable Venture With Discovery Faces Challenge of Attracting Advertisers, Possible Government Scrutiny
NEW YORK (AdAge.com) — Will we see Barbie on “My Little Pony”? When the Hub launches Oct. 10, the kids’ cable network will have more than just increased competition from the Disney Channel, Nickelodeon and Cartoon Network to contend with. The joint venture between Discovery and Hasbro, the world’s second-largest toy company, will also have to sell itself to fellow toy marketers such as Mattel.

The New Ad-Buying Measures That May Be on Tap This Fall
Marketers Look to Expand Reach in Negotiations With Network Advertising Sellers
LOS ANGELES (AdAge.com) — As marketers prepare to negotiate with network ad sellers for the upfront, which metrics are ready for prime time and which ones still need to be tweaked? Ad Age checked in with key players and researchers to see what new ideas might be on tap for next season.

Despite Positive Signs for the TV Upfront, We Should Be Realistic
Optimedia’s Antony Young on Why Advertisers Will Be Looking Elsewhere If They Can’t Find Lower Prices
There are some fundamental shifts taking place that make this a much more challenging upfront than many are predicting. Consider major consumer-package-goods companies along the likes of Unilever, Reckitt Benckiser, L’Oreal and Masterfoods, which all went through high-profile media-agency pitches in the past 12 months. It’s hard to believe that media pricing wasn’t a fairly significant factor in those reviews.

No Matter How You Spin It, Upfront Has Marketers Paying More for Less
If Les Moonves Isn’t Running a Protection Racket, He’s at Least Price Gouging
Every year at this time, Les Moonves of CBS shows up at a Wall Street investor conference to boast about how he’s going to stick it to the advertisers.

Why Fall-TV Hype Starts Now
Ahead of Upfront, NBC Buys Ads Across Microsoft Digital Properties in ‘Early and Often’ Marketing Platform
NEW YORK (AdAge.com) — TV’s fall season won’t start, as you might suspect, until September and October. But ads for those shows are likely to surface in May and June.

Viewer-Engagement Rankings Signal Change for TV Industry
So Many Viewing Options Make Determining Which Shows Drive Fans’ Interest More Important
NEW YORK (AdAge.com) — As TV audiences start to splinter around any number of new viewing opportunities, there’s increased interest in finding those programs that command the most attention from the viewers who tune in — no matter how large their number may be.

Before Upfront, NBC Boasts of Its Upscale Viewership
With Green Light to J.J. Abrams’ ‘Undercovers,’ Renewal of ‘Marriage Ref,’ Focus on Big Earners Marks Shift
NEW YORK (AdAge.com) — NBC is acting like its 1999. The Peacock network has been quietly offering advertisers and viewers a peek at a small part of next fall’s programming lineup with announcements that liken its slate to the days when “Frasier” and “Friends” dotted its airwaves and it was an easy place for marketers to target high-income consumers.

Big Four Broadcast Networks Set for 20% Gain in Upfront Market
Still Short of 2008 as Ad Buyers Temper Enthusiasm Over Economic Recovery
NEW YORK (AdAge.com) — The four big broadcast networks could take in as much as 20% more in this year’s upfront market than they did in 2009 — but it still won’t be enough to get them back to the high-water mark they enjoyed in 2008, according to a new analyst report from Barclays Capital.

NBC Looks to Woo Marketers With Nontraditional Sales Pitch
Network Touts Tailored Ad Packages Ahead of Coming Upfronts
NEW YORK (AdAge.com) — NBC Universal is again trying to whet marketers’ appetite for the coming upfront negotiations, in which huge amounts of commercial time will be bought months ahead of time, partly by touting tailored advertising packages that aren’t just bulk buys.

P&G’s Decision to Spend $100 Million on Oprah Bigger Than It Seems
Company’s Seal of Approval Could Attract Other Marketers to Yet-to-Be-Launched OWN
NEW YORK (AdAge.com) — On the face of it, $100 million is nothing to Procter & Gamble. The consumer-products giant spent $2.7 billion last year on traditional media and web-based banner ads, according to Kantar Media. So why should anyone care if Oprah Winfrey’s fledgling cable network got a taste of a couple of Tide, Crest and Pampers-created pennies?

Why CBS Will Share March Madness With Time Warner’s TBS
Broadcast Again Gives Ground to Cable in $10.8 Billion 14-Year Deal
NEW YORK (AdAge.com) — Starting in 2011, CBS and Time Warner’s Turner Broadcasting System will share multimedia coverage of the NCAA men’s basketball championship tournament games — and the ad dollars that flow to them. It’s another instance of cable making inroads on marquee properties that once belonged to broadcast networks.

Conan Makes Return to Late Night on TBS
Move Another Signal of Cable’s Increasingly Prominent Biz Model
NEW YORK (AdAge.com) — Conan O’Brien’s move to bring his late-night talents to TBS surprised many TV-watchers Monday, but the decision is just another signal that cable’s business model is increasingly preferable to that of broadcast TV as the economics of the TV business continue to shift.

How a ‘Fringe’ Rerun Could Suddenly Become a TV Event
Networks Try to Wring More Ad Dollars From Series by Trumping Up Finales and Dreaming Up Hooks
NEW YORK (AdAge.com) — As new technology forces changes in viewership patterns, advertisers seem ready to pay big money for special programming that draws fewer viewers than in the past — so long as those viewers are believed to be more ardent and interested than the teeming throngs who were once the boob-tube norm. In other words, as audiences get smaller, the definition of what qualifies as an “event” gets broader.

With Scatter Market Booming, Media Cos. Bullish on Upfront
A Slowly Awakening Economy May Encourage Advertisers to Spend More, Lock in Lower Prices
NEW YORK (AdAge.com) — An emerging economy and a healthy scatter market have cable executives licking their chops at the idea of being able to turn in a better performance in the upfront marketplace than they did during last year’s brutal ad-selling session.

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About Jill Atkinson

From concepts and smart headlines to original content and transmedia storytelling, to television pitch materials, directors treatments, long format writing, blogs and web copy with SEO, I write it all. I'm a writer, copywriter, and a content writer. My job is to help you say it better with ideas and language that get noticed. With copy and content that engages customers and audiences and ideas that make a connection with them. Ideas that generate a response. Materials that can sell a pitch. When you work with me you're working with the big boys: Maclaren, BBDO, Taxi, Sharpe Blackmore and also a great bunch of mid-sized agencies, b2b shops, a national television network (CBC), 15 specialty channels (History Channel, National Geographic, Showcase, Action, IFC, BBC Canada, + many more) and start ups who have taught me everything I know about how to get you noticed, remembered and sold. Or clicked. Or talked about. There are lots of ways to try to sell your products or to sell people on your offer or to engage them in your content and your show. But there is only one way to get it done right and on strategy. My experience is a foot in the door for your brand or your television idea . And no matter the size of your project, my commitment and attention to detail remain the same, big or small and always on deadline. Great conversations have to start somewhere. Give me a call or shoot me an email zookeepersboot@sympatico.ca Check out my work at http://jillatkinson.com
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One Response to An Ad Age Field Guide for Navigating Manhattan During Upfront Week 2010

  1. tim thorney says:

    Ive seen 3d tv i think it wont work as the layers are to pronounced it looks like a puppet show to me,as long as there is a box or a frame that you watch 3d will be like looking into an aquarium so…..social tv even though there is a clutter problem has a better shot of working …thank you stay fabulous buy an ipad

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