NBCUniversal is shaking up its approach to upfronts, opting to consolidate all of its broadcast and cable entertainment properties into one “Upfront Week with NBCU.”

The consolidated schedule means that the Comcast-owned media company will be able to reach media buyers in one go, rather than holding separate events throughout the month.

NBC Entertainment will kick off the week on May 12, followed by Telemundo on May 13. That Thursday, the cable entertainment group—which includes USA, Syfy, Bravo, E!, Oxygen, Esquire, and Sprout will take its turn.

“Showcasing our entire portfolio to advertising partners all at once is in response to marketplace demand and the next natural step in the evolution of the NBCUniversal portfolio coming together as one,” NBCU ad sales president Linda Yaccarino said in announcing the shift.

The new schedule will allow NBCU’s sales team to concentrate its manpower and tighten its pitch to media buyers, and also reflects the company’s new “portfolio” approach to ad sales. Yaccarino reorganized her sales team into four groups focused on mass market entertainment, lifestyle networks, live programming, and digital.

Read More: Variety, Broadcasting & Cable

Brief Take: NBCU’s new approach to upfronts reflects the company’s new ad sales strategy that focuses on portfolio sales.

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