The "Upfronts" have begun, where U.S. television networks announce their new season programming lineups and pre-sell commercial slots for the season starting in September. According to Ad Age magazine, while last year networks prominently featured countermeasures against digital media, such as proprietary second-screen apps and Twitter integration, this year the focus has shifted entirely back to the television programming itself. Below are the key trends observed in the programming presentations.
◆Focus on Major Dramas
Leading the charge is NBC, which surged from last place to top the prime-time ratings. All networks have significantly increased their investment in dramas. Major projects like dark suspense and superhero series stand out, while comedies have taken a backseat.
◆Reliance on Sports Programming
CBS highlighted its NFL broadcast "Thursday Night Football," NBC emphasized "Sunday Night Football," and both touted audience gains from Olympic content and the Super Bowl. ABC stressed collaboration with ESPN, the sports channel under the same Walt Disney umbrella. FOX prominently featured its own sports division alongside its new sports cable network.
◆Programs becoming "events"
Live musicals such as FOX's "Greer" and NBC's "Peter Pan" were broadcast one after another. With the expansion of video viewing and on-demand viewing, the "eventization" of programs stood out as a measure to encourage on-time viewing.
◆Using popular programs to introduce new dramas
NBC placed its new drama "State of Affairs" after "The Voice," and ABC placed its new drama after "Scandal," using strategic programming to draw viewers from existing popular programs to new ones.
◆Superheroes Assemble
Networks lined up major superhero shows based on comics, including NBC's "Constantine" (based on Hellblazer) and FOX's "Gotham" (a Batman prequel).
◆Responding to Racial Diversity
ABC, particularly emphasizing its response to "the changing face of America," features programming with diverse racial representation, including "Blackish" with African American leads, alongside shows targeting Asian and Latin audiences. FOX's "Empire" also features an African American cast.
Last year's upfront commercial ad sales were nearly flat year-over-year at $8.7 billion to $9.3 billion. However, media buyers and analysts predict a 2-3% decline this year. The CPM (cost per thousand viewers) is expected to rise by around 7%, from the low single digits.
Source: Ad Age
6 Takeaways From TV's Big Upfront Week
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