NBC Considers ‘Creative Approach’ to Upfronts

NBC still says
'maybe not'

An NBC spokesperson has said that changes will be made to this year’s upfront, and that an announcement about those changes can be expected “shortly.”

NBC has said that one possible change is holding one-on-one meetings with big advertisers rather than the usual dog-and-pony show; in addition to those meetings, NBC is said to be considering a more “creative approach,” according to the New York Post.

Network executives haven’t said what such a creative approach might entail. The absence of a grand show would not mean that advertisers and buyers would miss out on the programming and scheduling strategies.

NBC is likely looking to cut costs on the upfront, but other broadcast networks do not look as though they are planning to skip the event. Fox has already booked a venue for its upfront, while executives at CBS and ABC also appear to be leaning toward a show of some sort, according to industry sources.

That may push NBC to hold some type of event. “If the other networks do a presentation and NBC doesn’t, they don’t even look like they’re part of the Big Three,” one unnamed ad executive is quoted as saying.

With fewer pilots coming in the fall, there may be less need for elaborate presentations. Larry Novenstern, evp and director of national electronic media for Optimedia, said, “My feeling is that I could do without the extra trip.”