Stocks plummeted and Covid cases surged.
Who is ready to buy some ads?
For the first time in 3 years Prepaid Directly in Manhattan was a showcase thrown by the media industry to convince advertisers to pay for commercial time. Over the past few days, thousands of advertising buyers have been crammed into venerable New York institutions such as Madison Square Garden, Carnegie Hall, and Radio City Music Hall. On the line? Tens of billions of advertising revenue.
The key points of the week are:
Mainly streaming commercials.
In 2019, advertisers spent only 10% of their budget on streaming. That budget has skyrocketed to nearly 50% this year, some media buyers said in an interview.
The presentation reflected the changes. With the exception of a short two-minute video focused on the hourly CBS fall schedule, media executives made little mention of the network’s prime-time lineup. In Disney’s prepayment, most of the trailers and teasers were dedicated to the movies and series of Hulu and Disney +, flagship streaming services that will introduce advertising later this year.
“This is my first prepayment,” said Kevin Fage, president of Marvel Studios, before introducing the trailer for the new comedy “Seahulk: The Law of Lawyers,” which will premiere at Disney + this summer. I talked from Disney’s prepaid stage.
This has been a consistent theme throughout the week, and previews of upcoming shows and movies from Peacock, Paramount +, HBO Max, and Discovery + all got a fair amount of airtime. Free ad support Streaming services Tubi (owned by Fox) and Pluto (owned by Paramount) were also prominently discussed.
“Traditionally, prepayments are for television networks,” said Alan Tigesen, who handles over $ 100 billion for Google’s advertising business in North and South America. “But today, because of the incredible changes we’ve seen in the media industry, this isn’t a prepayment for your parents.”
Fox News internal investigation
The conservative cable news network is one of the most influential media in the United States.
Netflix puts it on your chin.
Netflix aims to introduce commercials By the end of the year during periods of poor subscribers. Rival executives took this opportunity this week to explain why their business is a better destination for advertising.
Jeff Shell, Chief Executive Officer of NBC Universal at Radio City Music Hall, said: “This is neither an extension of our core business, nor a pivot. That is our core business.”
Linda Yaccarino, chairman of NBCUniversal’s Global Advertising, said in a similar statement, to some of its rivals: “Advertising may look like a retrofit. Worse, it may look like a new idea for revenue sources. Maybe, but not here. “
With Fox’s prepayment, Fox Sports CEO Eric Shanks appealed to ad buyers: I love selling pizza, trucks, phones and insurance. “
And Jimmy Kimmel, the king of pre-roasting, repeatedly swiped the struggling tech giant.
“Remember when Netflix openly advised us to share passwords. We asked,” How do these people make money? “” They don’t. . “
“Oh, does everyone love’Bridgerton’?” He continued. “How much do you think they like it when it’s interrupted by a Zyrtec commercial every four minutes? There’s already Netflix with a commercial — it’s called Hulu.”
Fox News and CNN enter the arena.
One-site advertisers aren’t used to seeing the previous week: Fox News.
For years, Murdoch’s news channel did not appear in Fox’s pre-presentation. This was a relief for the company’s entertainment executives, who were wary of alienating left-wing Hollywood talent. But three years after Rupert Murdoch sold his film and television studios to Disney, Fox News first featured in Fox’s presentation on Monday as prominently as the sports and slim entertainment divisions. Was done.
“We’re all part of one Fox,” Fox News CEO Suzanne Scott emphasized that point in a pre-recorded video.
Scott has never mentioned Tucker Carlson, the network’s top host, Advertiser Rebellion In the past, he appeared on Promo Lille over racial confession.
Later this week, CNN’s new leader, Chris Richt, stood on the front stage of the newly formed Warner Bros. Discovery. Licht emphasized that his cable news network will strengthen its commitment to the press, suggesting that the network will move away from enhanced opinion programming.
“When extremes dominate cable news, we aim to go another way by reflecting the real life of our viewers and enhancing the way the United States and the world see this media. “He told the advertiser.
Go back directly, as if nothing had happened, and as if everything had changed.
After two years of virtual showcases streamed from ad buyers’ laptops, the network was primarily shock and awe — with a focus on shock.
Advertiser buyers were greeted with dazzling lights, seat-shaking sounds, and elaborate musical numbers. Movie stars such as Sylvester Stallone, Dwayne Johnson, also known as Rock, and the Kardashian Family’s turmoil and the Manning brothers have also appeared. Singer Rizzo encouraged her ad buyers to chant her lyrics “feel like hell” at her inauguration on her YouTube. The next day, she requested it again at the Warner Bros. Discovery showcase.
On Monday, attendees’ phones were alerted, much like thousands of unmasked ad buyers were crammed into Radio City Music Hall for an NBCUniversal event.
“It’s great to be in Radio City. It’s a historic room where you can tell people that you’ve been infected with Covid,” Seth Meyers said later in the presentation.
Aside from Covid’s concerns (Kimmel tested positive shortly before Disney’s presentation and had to play over satellite), the show continued. Jennifer Hudson unveiled Aretha Franklin’s “Respect” at Warner Bros. Discovery. Even YouTube, his first and first week, came out loud with fireworks, sequins and jazz at the Broadway theater just off Times Square.
But there was a fundamental change behind the dazzle. Viewers’ habits have changed, interest in the fall lineup has diminished, and there have always been concerns. What is the prepayment and is it still worth it?
“You can’t stand on the front lines, shake hands, make phone calls, or invest in media for a year,” said Shenan Reed, head of media at L’Oréal, giving a presentation on stage. YouTube. “The era of Mad Men’s three martini lunches is finally, sadly, far behind us.”