With eroding viewership and the rise of streaming platforms, cable networks are rethinking that industry rite of Spring: upfront presentations.

Discovery Communications has said they will axe their big upfront presentation this year. Instead, company execs will take smaller meetings with agencies and advertisers.

The move will both save money, and allow the agencies and advertisers a chance to voice their individual concerns on a smaller scale, according to Media Life Magazine.

Some of Discovery’s competitors are also switching up their Upfronts plan, without ditching the big show altogether.

Turner is consolidating its pitch to advertisers, doing away with the individual channel presentations that it now feels inadequately show off the broadcaster’s total audience reach.

Last year NBCUniversal made a similar move by shifting all of their Upfront efforts to a single week, without doing away with individual presentations.

Read More: Media Life Magazine

Brief Take: Broadcasters and networks are increasingly looking for new ways to market their lineups to advertisers as the industry continues to try and make sense of the rapid shifts in viewer behavior.

Tags:


  Save as PDF