August 11, 2014
TV Upfronts 2014-15 Trend Report
CBS ABC NBCIt’s TV Upfront season, an annual event during which the television industry showcases their planned fall and future programming to advertisers for the upcoming season. TV networks takeover New York City with upscale events to host advertisers and critics with a lineup of shows featuring previews, appearances by cast members and parties to position their shows as rating generators. Then advertisers have the chance to purchase advertising “upfront” – negotiating the best placement and added value, such as product integration into the story line.
Here are a few trends we’re buzzing about around this year’s Upfront events:
- American Idol may not be #1, but is still relevant: While American Idol’s status as the rating behemoth has dissipated, it still continues to be one of the most highly watched (and profitable) talent-based shows. The show also appeals to advertisers because of its rare, broad audience reach – targeting kids, teens and their families. It will be interesting to see how the show fares in their 14th season, especially against the audience favorite The Voice.
- Expect to see more live musical events: The surprising success of NBC’s Sound of Music Live! proved that audiences are loving this live format that doesn’t involve eliminations, roses and scorecards. The format is especially resonating among female audiences. NBC has a live production of The Music Man and Peter Pan in the works for later this year. And Fox is starting production for a live version of Grease.
- Get ready for dynamic ads: As viewers continue to move away from DVR and toward VOD (video on demand) platforms, dynamic ad insertion will become more widespread. Dynamic ad insertion enables relevant, up-to-date ads to be inserted pre-roll, mid-roll and even post-roll in :15-:60 second units as the viewer brings up their video selection. The technology currently exists, it’s just a matter of how quickly the industry is able to roll it out.