NBCUniversal will combine Broadcast, Cable in dramatic all-in-one TV Upfront presentation. When media buyers file into Radio City Music Hall on May 16 for the first presentation of TV’s annual upfront week, they’ll hear about more than just top-rated NBC. In an unprecedented move, parent company NBCUniversal is combining its NBC presentation with those of Telemundo and the entire NBCU cable entertainment group.
Traditionally, NBC has had the Monday Radio City upfront to itself, with Telemundo following on Tuesday evening, and NBCU cable wrapping upfront week with a Thursday afternoon event at the Javits Center.
The event will now also accommodate the pitch to advertisers for cable siblings Bravo, CNBC, E!, Esquire Network, Golf Channel, MSNBC, NBC Sports Network, NBC Universo, Oxygen, Sprout, Syfy and USA Network.
In another break from tradition, the focus will be less network-centric and more audience-centric, highlighting the discrete demographics that the various NBCU outlets reach. It’s a clear reaction to the massive shifts in consumer viewing habits in the on-demand era. The presentation will be largely led by NBCUniversal ad sales chief Linda Yaccarino, with an introduction from NBCU CEO Steve Burke. Burke in the past has not been on stage at NBCU upfront events. The presentation is expected to run between 90 minutes and two hours.