Movies

Three takeaways from TV’s big upfronts week: NFL, streaming switcharoos and movie stars

BBG News

During their annual presentations, commonly referred to as the “upfronts,” both the television industry and advertisers who purchase commercial time could relax a bit more.

Just moments prior to NBCUniversal’s event starting at Radio City Music Hall on Monday, President Trump declared a delay in imposing tariffs on China. This decision brought some relief from the economic unpredictability that was looming over the upcoming television network selling season.

As a movie enthusiast, I’ve noticed throughout the week, media executives have been transparent about advertisers facing increased pressure to maximize their marketing investments. Amidst electrifying performances by artists like Lizzo and Lady Gaga, along with the grace of the Dallas Cowboys Cheerleaders, these ad buyers were introduced to cutting-edge artificial intelligence tools designed for precise audience targeting.

Despite the fact that conventional TV continues to receive the majority of U.S. advertising budgets, it’s clear that advertisers are growing more at ease with the digital streaming platform.

Approximately seven years ago, YouTube leaders found it necessary to guarantee sponsors that they would intensify their efforts to prevent advertisements from appearing in videos created by users that propagated conspiracy theories or hateful language.

At the Google-hosted event held at Lincoln Center yesterday, I was captivated by a heartfelt endorsement video featuring Marc Pritchard, the Chief Branding Officer from the renowned marketing-savvy corporation Procter & Gamble. Known for their stringent media and advertising choices, his glowing remarks added credibility to the platform’s potential impact.

In the past week, both Netflix and Amazon have experienced a boost due to an increasing number of their streaming customers who are open to viewing advertisements. Netflix announced that its ad-supported service now has approximately 90 million subscribers globally, while Amazon’s Prime Video has reached 130 million subscribers in the United States alone.

During the recent week filled with galas and star-studded events, we got a sneak peek at the present condition of the television industry. Here are some notable points:

The past seven days packed with social events and celebrity processions provided an insider look into the current TV market landscape. Below are some highlights:

Over the course of a week filled with star-studded bashes and parades, we caught a glimpse of the latest trends in the television business. Here’s what I found interesting:

The week just passed, marked by glamorous events and celebrity marches, offered a behind-the-scenes look at today’s TV industry. Let me share some key observations:

In the span of last week, which was full of high-profile gatherings and star-filled parades, we got an up-close view of the current state of the television market. Here are some points that caught my attention:

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Live sports rule, especially the NFL

Disney Television’s roster boasts a wealth of renowned stars, but during their presentation, they started things off unexpectedly with a musical performance from a pair of unanticipated singers – the former American football players, Eli and Peyton Manning.

At North Javits in Manhattan, two famous NFL players, Patrick Mahomes from the Kansas City Chiefs and Saquon Barkley of the Philadelphia Eagles, were the first to captivate the crowd before any actor took the stage. This event underscored the significant role that the NFL plays within the corporation and the broader television industry as a whole.

Disneys CEO, Bob Iger, previously pondered separating ESPN, but recently, Disney was not the only company emphasizing their dedication to the league.

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NFL Commissioner Roger Goodell unexpectedly made an appearance at the YouTube event, where he announced that the platform would be broadcasting its first ever exclusive live stream of an NFL game – the opening match between the Los Angeles Chargers and the Chiefs, scheduled for September 5 in Brazil.

At the Netflix event, Goodell teamed up with Jerry Jones, the Cowboys’ owner, to promote a documentary series about their team and reveal the two Christmas games scheduled for this year, which will be broadcast on the platform.

As a dedicated fan here, I’m thrilled to share that both Jason Kelce and Travis Kelce showcased their podcast on Wondery during Amazon’s spectacular event. The legendary tight end Rob Gronkowski made a grand appearance too, gracing not just one but two upfront presentations! He was there for Fox, where he’s part of the NFL coverage team, and then at YouTube – because why limit the fun, right?

As a die-hard movie buff, let me share an interesting tidbit: Last year, NFL games made up a whopping 95 out of the top 100 most-viewed television programs! It’s not just on traditional TV where they’re breaking records; they’re also setting new milestones on streaming platforms. In fact, on Christmas Day alone, an astounding 65 million U.S. viewers tuned into Netflix to catch a slice of their NFL double header – the most watched day for Netflix ever! And just wait until you hear this: Commissioner Goodell donned a Santa Claus suit for his announcement of this year’s Netflix games! Can’t wait to see what’s in store for us fans.

To longtime professionals in the television sector, it was unexpected that there was such a focus on live sports. As Ben Silverman, co-CEO of Propagate Production Company, explained to CNBC, “Typically, entertainment has been the primary force behind the upfront.

In a similar vein, as Jimmy Kimmel, the late-night host on ABC, humorously stated during his yearly Disney upfront roast: “It’s all about sports now. When did that happen? We used to be much more… flamboyant.

However, with an increasing variety of streaming platforms fragmenting the audience, sports remain exceptionally valuable for marketers seeking to engage a broad viewership.

Netflix executives, who have always been pioneers in tailoring content for a wide range of tastes, are now praising the appeal of broadcasting NFL games, catering to the mass viewership experience.

In recent times, live sports have emerged as a crucial anchor for traditional television, with many young viewers gravitating towards streaming platforms for their scripted shows and films. This shift was evident in NBCUniversal’s presentation, where they highlighted the upcoming arrival of the NBA on their network, which will require an annual investment of $2.5 billion.

Tonight’s host, Jimmy Fallon, might have expressed it most succinctly when he greeted, “Good day to all, I’m delighted to be attending the NBA briefing – or should I say, the NBC briefing.

Planning for life after cable

Warner Bros. Discovery has surprised spectators at the Theater at Madison Square Garden by revealing that their streaming platform, previously known as Max, will revert to the original name HBO Max. In 2023, the company decided to drop the HBO prefix from the name, thinking that the prestigious HBO brand might be too limiting for its aim to attract a wider viewer base.

Abandoning the well-known HBO logo from the service seemed questionable from the outset. However, bringing it back was acknowledging an obvious truth: the future lies in streaming platforms. Why diminish a recognized and esteemed brand name by confining it to the dying cable television box?

CNN and ESPN plan to launch their individual streaming services later this year, retaining the well-known network names that have been recognized for over four decades among cable viewers. The service titles won’t include a ‘plus’ sign or any other indication that suggests it’s different from what’s currently on TV, as this is intentional to provide continuity and familiarity to their audience.

Younger audiences might choose to skip traditional cable packages, yet they recognize well-known brands like CNN and ESPN due to their digital content offerings. For these viewers, streaming platforms have become the primary means of television consumption, rather than an additional feature.

Movies are open for ad business, too

Not so long ago, seeing a movie star on stage at a network upfront presentation was a big deal.

However, streaming services have made it less clear where one ends and the other begins by providing a mix of series and self-produced films. This flexibility is proving useful for media companies when they pitch to advertisers, adding an extra spark to their presentations.

Arnold Schwarzenegger spoke extensively about his forthcoming Amazon Christmas movie, “The Man With the Bag.” The conversation gained extra excitement when Arnold’s “True Lies” co-star, Jamie Lee Curtis, unexpectedly appeared on stage with him.

At the Perelman Performing Arts Center, Charlize Theron appeared onstage for a promotional event, highlighting her forthcoming Netflix production titled “Apex.

NBCUniversal gave a sneak peek at the upcoming sequel for “Wicked,” set to air on their streaming platform, Peacock, in the future.

Warner Bros. Discovery announced its collaborative ties for the upcoming cinematic sensation “A Minecraft Film,” and invited James Gunn and Peter Safran, leaders of DC Studios, who shared that there would be potential collaborations on the forthcoming Superman film and additional projects.

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2025-05-16 18:01

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