An adverse economic climate and a number of existential questions are confronting those in the ad trenches.
With live, linear tune-in continuing to decline, what is the meaning of a prime-time schedule anymore?
In a cord-cutting world, how will the profit models ofstreamingplay out?
TV upfront weekAdobe
Buyers still love this time of year.
They get to see the best of whats coming from companies, and companies are excited to present that.
Supply chain issues have improved, inflation is slowing down.
The job market continues to churn, which means consumers still have money to spend.
Remember, the upfront is a futures market, Marshall said.
All of that requires paid presence on TV and streaming.
has upended the rhythms of theupfrontsestablished over decades.
The WGA impasse, now in its second week, will nevertheless alter the upfront presentations.
Other talent is also bowing out so as not to risk crossing picket lines expected across Manhattan.
We have tremendous respect for the creative community and for unions, Ferro said.
This has been rough for everyone.
The show will be beautiful and will have surprise-and-delight moments.
Were still putting together the splashiness of it, Warner Bros Discovery Chief U.S.
Ad Officer Jon Steinlauf said in an interview.
Were trying to see to it the celebrity presence is what wed like it to be.
… Its a changing situation.
Were working on it.
It wont be like last year.
Two companies have opted out of live events entirely.
I really think it has worked out a lot better this way, ParamountAdvertisingPresident John Halley said.
Weve got an iconic venue.
People are going to be there to see the new shows.
Well still have a lot of talent there.
We see the stress in general in the market, Foxs Marianne Gambelli said.
Tubi is the focus of the company, Gambelli said.
We dont just throw it in.
Similarly, other streaming outlets like NBCUs Peacock, will take up space in the main upfront.
Steinlauf said Max as HBO Max will be called starting May 23 will be a centerpiece of his pitch.
It is the highest priority of anything in his portfolio, he said.
Max will have pre-roll ads before signature Sunday night series likeThe Idol, an upcoming show fromEuphoriacreator Sam Levinson.
Mercedes is among the advertisers taking spots in that pre-roll, Steinlauf said.
One company is unaffected by the WGA situation because of its unique DNA is TelevisaUnivision.
