NBCU Hires Product Placement Co., Seeks Partners for ‘Life,’ ‘Psych’
NBCU has hired a product placement company to help it find partners for upcoming television shows.
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NBCU has hired a product placement company to help it find partners for upcoming television shows.
The five broadcast networks (including the CW) dodged a bullet and managed to pull in $9.23 billion in this year’s upfront, 1.2 percent higher than last year’s $9.12 billion.
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CBS will nail down about $2.5 billion in upfront business, according to a source, up slightly from the $2.45 billion it secured in last season’s upfront.
In ongoing bids to reach consumers when they’re out and about rather than at home fast-forwarding through television ads, advertisers have branded everything from dry cleaner hangers to hand-stamps at nightclubs to chopstick wrappers - apparently, for Honda at least, the sky is the limit.
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Despite recent forecasts that the upfront would be slow, with little to no growth, nearly 85 percent of all broadcast network prime time upfront deals have been completed, and the total seems to be slightly higher than last year.
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Advertisers showThe upfront market is healthier than expected, according to media buyers. Advertiser budgets have come in higher than many expected them to be; they have been particularly strong from pharmaceutical companies, movie studios, and even the auto industry.
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Each night on MyNetworkTV this fall is branded with a different format - entertainment on Monday, reality crime on Tuesday, comedy on Wednesday, action movies Thursday, WWE Smackdown on Friday and family movies on Saturday.
Joshua JacksonFox has been able to pull price premiums of 35 percent to 40 percent for ads in its two upcoming dramas, Fringe (in the fall) and The Dollhouse (at midseason), thanks to its new Remote-Free TV plan.
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ABC.com was the most-visited TV broadcast network website for the 2007-08 season, but CBS.com had the greatest growth in terms of market share of U.S. online visits.
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NBCU and Nielsen have agreed to combine research forces in a deal that will create a new TV/media research product, culled from Nielsen’s ratings service and its VideoCensus service, along with data of consumer purchases in a variety of categories and insight from NBCU.
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Sources say that GroupM has made an upfront buy with NBC for an average CPM increase of 5 percent over last season; the agency group also signed deals with ABC-affiliated Lifetime, A&E and ABC Family.
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Returns at midseason ABC has cut deals with Starcom and Zenith Media at an average of 8 to 10 percent CPM increases for prime time inventory, say sources familiar with the situation.
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Scatter is still up by double-digit increases, and the upfront will be up as well, says CBS CEO Les Moonves, who adds that he is “guardedly optimistic” about the market.
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Charles Gibson is considering remaining on as anchor of World News on ABC, despite the fact that his contract ends soon after the presidential election.
In a move that takes a big step toward preventing another television industry strike, the American Federation of Television and Radio Artists has reached a tentative deal with Hollywood studios on a three-year contract.
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Advertisers may well be in the catbird seat this upfront; the outlook is gloomy for broadcasters, with forecasts predicting the overall upfront will be flat to down from last year’s $24.5 billion (across broadcast, cable and syndicated TV).
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Media Rights Capital is partnering with the CW on Sunday nights, and has announced its programs for the evening. The network will air a reality show, a sitcom and two scripted dramas during Sunday prime time.
While big media companies are putting a positive spin on the effects of the sluggish economy, it is clear they are feeling the pinch of what Merrill Lynch economist David Rosenberg is now calling a recession.
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Nielsen continues to say that many U.S. households are not prepared for the upcoming switch from analog to digital television broadcasting; 12.6 percent have TVs that will receive no picture come Feb. 17, 2009.
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The upfront will see spending on the broadcast networks dip 3 percent, with spending on cable networks up 5 percent, according to a report by Lehman Bros.
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