ABC Upfront Keeps Focus on Its Shows
May 13, 2008 4:11 PM
Advertisers and ad buyers got a very different show from ABC on Tuesday than they experienced with NBC the night before.
Although it dispensed with most of the usual glitz and celebrity, ABC primarily stuck to showing off its programming and explaining its scheduling strategy for the summer, fall and midseason.
“This was more of a traditional upfront,” said Chris Geraci, managing director of national broadcast investment at OMD, after the ABC presentation at Avery Fisher Hall in Lincoln Center. “They had a narrow focus on TV.”
ABC is adding just two new shows to its schedule.
“They’re not taking a lot of chances, but they don’t need to. It’s already a strong schedule,” Mr. Geraci said.
“You can’t compare the two,” said Donna Speciale, president of investment and activation at MediaVest USA. “It’s apples and oranges what they were trying to accomplish.”
She said ABC appears to have a stable schedule and it showed that off. NBC’s presentation was more about showing clients its size.
NBC announced its schedule in April and held what it called “in-front” meetings with smaller groups of advertisers and buyers.
“They stuck to the core of the information that’s necessary for us, not the glitz and the glamour,” said Mark Kaline, global media manager for Ford Motor Co., after the ABC presentation. “It’s nice to see stars, but we’re here to see the programming and the strategy.”
In recent years, ABC’s upfront presentations have featured giant song-and-dance production numbers, appearances by the stars of its shows and a lavish cocktail party.
During its presentation, ABC executives noted this year was different.
“The event is smaller,” said Anne Sweeney, president of the Disney-ABC Television Group. “But the ABC opportunity is bigger than ever.”
“ABC might be the worst date ever,” cracked the network’s late-night host Jimmy Kimmel. “They expect you to put out and they won’t even buy you a drink.”
Steve McPherson, president of ABC Entertainment, even invited buyers to attend The CW’s cocktail reception, held in the same tent in the same corner of Lincoln Center where ABC had poured cocktails the past few years.
But buyers were unlikely to be too upset about the lack of an ABC party.
“Many of us are going out to dinner with clients, so I don’t think we’re going to hold it against them,” Mr. Geraci said.
— Jon Lafayette
Although it dispensed with most of the usual glitz and celebrity, ABC primarily stuck to showing off its programming and explaining its scheduling strategy for the summer, fall and midseason.
“This was more of a traditional upfront,” said Chris Geraci, managing director of national broadcast investment at OMD, after the ABC presentation at Avery Fisher Hall in Lincoln Center. “They had a narrow focus on TV.”
ABC is adding just two new shows to its schedule.
“They’re not taking a lot of chances, but they don’t need to. It’s already a strong schedule,” Mr. Geraci said.
“You can’t compare the two,” said Donna Speciale, president of investment and activation at MediaVest USA. “It’s apples and oranges what they were trying to accomplish.”
She said ABC appears to have a stable schedule and it showed that off. NBC’s presentation was more about showing clients its size.
NBC announced its schedule in April and held what it called “in-front” meetings with smaller groups of advertisers and buyers.
“They stuck to the core of the information that’s necessary for us, not the glitz and the glamour,” said Mark Kaline, global media manager for Ford Motor Co., after the ABC presentation. “It’s nice to see stars, but we’re here to see the programming and the strategy.”
In recent years, ABC’s upfront presentations have featured giant song-and-dance production numbers, appearances by the stars of its shows and a lavish cocktail party.
During its presentation, ABC executives noted this year was different.
“The event is smaller,” said Anne Sweeney, president of the Disney-ABC Television Group. “But the ABC opportunity is bigger than ever.”
“ABC might be the worst date ever,” cracked the network’s late-night host Jimmy Kimmel. “They expect you to put out and they won’t even buy you a drink.”
Steve McPherson, president of ABC Entertainment, even invited buyers to attend The CW’s cocktail reception, held in the same tent in the same corner of Lincoln Center where ABC had poured cocktails the past few years.
But buyers were unlikely to be too upset about the lack of an ABC party.
“Many of us are going out to dinner with clients, so I don’t think we’re going to hold it against them,” Mr. Geraci said.
— Jon Lafayette
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