Upfronts begin quietly this week
Seven begins meeting agencies this week on 2016, but not everyone is staging big ticket events this year.
- Published by David Knox
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- Filed under News
Seven will begin having Upfronts presentations to media buyers as early as Wednesday.
But rather than a large sales event, as it has traditionally hosted, it will reveal its 2016 plans to small groups of clients over a number of days.
Seven’s 2016 year will be spearheaded by its Rio Olympics coverage.
Nine will again make presentations to media agencies from late October to November, with discussions involving senior network executives. Nine has not staged traditional Upfronts since 2012 after its 2013 “fireside chats” proved to be a strategic cost-saving exercise.
TEN is again staging a big event in mid-November at Star City, just as it did in 2014.
Starcom MediaVest chief executive Chris Nolan told Fairfax, “To some degree, we’ll be looking to see if there’s anything new beyond another restaurant, beyond another renovation show. We’ll be looking to see if there’s any new and interesting formats that can bring advertisers and audiences back to the networks.”
SBS will similarly host a media event in Sydney in mid-November and this week will reveal full details of its new Food channel.
ABC is also tipped to showcase its 2016 line-up in a presentation next month.
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7 Responses
Ouch Advertisers must be running scared after the failure of Restaurant Revolutions …
@Brekkie; @eastwest101; @shadow78; @jezza – you have all said what I would have. Thank you for saving me some time.
Surely the hottest item on the agenda for advertisers this year will be to find out who has got the rights to the next batch of amazing documentaries about ….pets that make you laugh out loud…..
I recall writing that internet cats would be a bit of a running gag at this year’s Upfronts. Hopefully advertisers won’t let me down!
What’s the point I’m pretty sure what ever new content the networks pick up they give the show six months before putting everything on Foxtel
As Brekkie says – these are basically “pitches” where the commercial networks all make vague promises of cookie cutter template singing-dancing-renovation-cooking reality shows and banded content specials, followed by a random selection of scripted US content that they overpaid for that they will screen at haphazard times and dates.
The advertisers will ask where their audiences are, and in response the networks will pull out cherry picked and fictional factoids and misleading graphs showing audiences that either fell asleep with the TV on or died while watching FTA tv. No-one will dare mention the internet/streaming/SVOD services, much wine and beer will be consumed over reminiscing of “the good old days”.
Not sure “Upfronts” is the correct term considering that suggests an amount of openess and honesty, something really lacking in the networks communications with it’s viewers where they’re reluctant to tell them what’s on air over the next week, never mind the next year.