When Netflix is ​​on every lip, the traditional TV takes the back seat, at the front pitch of the TV

At the forefront, known as the TV industry’s annual pitch event for advertisers, this year’s Spiel’s traditional TV feature has never been less important.

Amidst the harassment of streaming video, this week’s presentations do not focus on the networks’ traditional hourly planning strategies and much of the actual content — now available to consumers wherever and whenever they want.

In some superficial ways, at least, the process has returned to normal.

Network owners like Comcast after two years of distant events during the Govt-19 epidemic Corp.

NBC Universal, Fox Corp.

Warner Bros. Discovery Inc.,

Paramount Global and Walt Disney Co.

Meetings resumed this week in Manhattan, including at Carnegie Hall, Radio City Music Hall and the Hulu Theater in Madison Square Garden. Companies, from Kevin Costner to Jessica Chastain to Selena Gomez, leaned on their celebrity talent. Helped promote their shows live on stage, often ending with concerts by Miley Cyrus, Trace Atkins and Jennifer Hudson.

But the signs of a change in entertainment and advertising were significant.

For the first time, the alphabet Inc.

During the previous NewFronts, YouTube held its presentation during the week instead of its previous time slot, where technology companies offered TV pioneers as models.

“Traditionally, the fronts have been for television networks,” Alan Tigason, head of Google’s US and global partnership at Alphabet, said at a YouTube event on Tuesday. “But today, because of the incredible changes we’ve seen in the media industry, many of you know, we know this is not your parents’ initiative.”

Here’s what else everyone was talking about in this year’s preview.

Netflix, Netflix, Netflix

Netflix Inc.

After being told last month that it was exploring the provision of an ad-supported version of its service at a lower price, it was subject to several jokes during the week’s presentations. The company said this week that it will cut about 150 employees in a new round of layoffs as the streaming company catches on with lower revenue growth and shrinking number of subscribers.

ABC’s “Jimmy Kimmel Live!” The show’s host Jimmy Kimmel on Tuesday joked about Netflix’s long-standing rivalry with traditional networks: “Netflix lost subscribers for the first time. Things are so hard there, they’ve been fired today… So now, they’re coming for our money. Our advertising money. ”

“After those smoky bastards have stifled our lives for years, it’s great to see them get down to selling ads,” he said.

Liso performed on stage during a YouTube broadcast event in New York on Tuesday.


Photo:

Noam Galai / Getty Images

Similar digs were made at Fox’s presentations, where Fox Sports CEO Eric Schongs teased advertisers, “Without you, we would be Netflix,” and NBCUniversal, Linda Yaccarino – global advertising and affiliate leader — in some companies, advertising may be a afterthought. “Or worse, a new idea for the revenue stream.”

But advertisers are interested in Netflix’s initiative.

“It’s competitive, but it’s very good, because it means there will be better innovations for consumers and brands,” said Sarah Adler, head of Within’s TV, a New York – based marketing company.

Content in the calendar

The presentations underscore the growing desire of the networks to reach the consumer, always, whatever, rather than focusing more on the traditional schedule of day-to-day programming modules.

Denise Ocacio, Managing Director of WPP PLC Media Agency and US Investment Leader, said, “With a few exceptions, the concept of seeing anything on a particular day and time is outdated. Audiences see good content and the production of that content is central to every presentation so far.” Said, through the events of the week.

When NBCUniversal debuted next year it highlighted all three new films going straight to its Peacock streaming service, and CEO Jeff Shell acknowledged the new nature of being the first to talk about the film. Peacock includes ad support layers.

Disney executives talked not only about networks like ABC and ESPN but also about the Disney + streaming service and its forthcoming ad-supported version, “the largest amount of premium storytelling we have ever produced”.

“Every partner doubles the depth and breadth of their portfolios, especially with the strength of their movie studio, which is new,” said Ms Okasio, of Mindshare. “There is no doubt that this is due to the fact that movies are constantly being linked to their streaming sites within narrow windows.”

Measurement updates are ongoing

Networks have highlighted their experiments with alternative measurement currencies as Nielsen’s dominance in TV measurements falters, thus changing the field.

The Media Rating Council, the industry’s surveillance watchdog, last year revoked Nielsen’s national and local television ratings. Nielsen is the dominant currency in television advertising deals, but growth has opened the door to new strategies: in January NBCUniversal acquired iSpot.tv Inc. Said to work with, which helps advertisers check the impact and impact of their TV. And streaming ads, trying to better calculate how customers view ads in different media.

During its promoter pitch on Wednesday at Carnegie Hall in New York, Paramount hosted a brief trivia show.


Photo:

CBS

Paramount said it would offer additional options to buyers of VideoAmp, ComScore and soon iSpot.tv, while Warner Bros. Discovery said it would work with those companies.

“Measurement-related challenges exist throughout the industry and will be resolved with each partner during the negotiations,” Ms Okasio said. “Our trading currency should be common to all partners, so we will continue to test Nielsen and alternative currencies in order to recommend the most accurate and valuable one to our customers.”

Nielsen did not shy away, but Ms Adler inside said alternative currencies would help advertisers look for deeper insights into who the ad reached.

Marketers are demanding more from measurement than they have done in decades, Ms Adler said. “Impressions are gained in a fluid, global, diffused way,” she said.

Write to Megan Graham at megan.graham@wsj.com

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