Add movie theatre ad sales power NCM Media Networks to the growing list of non-TV companies using this upfront season to say that they’re safe because — like major broadcast and cable networks — they can guarantee to deliver the audience that advertisers buy. The owner of National CineMedia, which has agreed to buy its chief competitor Screenvision, will offer a Nielsen Post Buy Analysis beginning in Q4, the company said at its presentation today in NYC. “Our new 2014-15 upfront pricing strategy reflects NCM’s repositioning to compete in the TV primetime and live event marketplace,” sales and marketing president Cliff Marks says. That will make it “easier than ever to include cinema as part of a video-agnostic upfront buy.”
In addition, NCM described its new Cinema Audience Targeting Optimizer (CATO) system that will enable brands to specify the film genres around which they want to buy pre-show commercials. It will begin as a test next year for a “limited number of select upfront partners.”
The presentation gave advertisers a first look at the revamped FirstLook pre-show program, to begin this weekend on about 20,000 screens. NCM wants to give advertisers “more organic ways to integrate a brand into the show itself.” Moviegoers also can use the Shazam app on their smartphones to seek more info or interact with theatre ads. That will “give our audiences a true connected-screen experience…and even let them extend their movie experience after they leave the theater,” sales and marketing EVP Dave … Read More »
Time Warner doesn’t detail its Warner Bros Television financials — never has, probably never will. So it’s always interesting when any exec there gives some facts and figures while boasting. With a series of slides illustrating his 30-minute speech, Warner Bros TV chief Bruce Rosenblum today told Barclay’s Global Technology, Media and Communication Conference in NYC that the TV group is responsible for over half of the overall operating income at Warner Bros. One slide noted that television, including Turner and HBO, brought in $4.4 billion of Time Warner’s 2011 adjusted operating income of $5.9 billion. Rosenblum also noted that “from a profitability standpoint the most lucrative part of our business is success with broadcast network series.” Rosenblum added, “For the past season that just ended, we covered 73% of our production costs from the license fees paid to us by the domestic networks. Our international revenue was another 50% of the total production cost.” He noted that this came before any “lucrative syndication, home entertainment or SVOD revenues on successful series”.
Rosenblum said about the recent upfronts, “Our television group is once again the leading supplier to the broadcast networks. We sold at least one new show to each of the 5 broadcast networks, we have at 2 shows on each network, and we are the only studio that can say either of those things.” WBTV has 9 new series ordered for … Read More »
Just about everyone says that the 2011 upfront ad sales season that kicks off this week will be a record-setter. Barclays Capital analyst Anthony DiClemente expects advertisers to commit about $9.2 billion for prime time spots at ABC, CBS, Fox, and NBC in the season that begins this fall. That’s up 7.5% vs. last year and will beat 2008’s record $8.8 billion. He also says this will be the first year buyers will spend an equal amount on all of cable, up 15.3%. But don’t fool youself into thinking that this has much to do with the quality of the sitcoms, dramas, and reality shows that execs will unveil to ad buyers this week at the networks’ unconscionably extravagant presentations.
Once buyers recover from the networks’ childish efforts to dazzle them with celebrities, shrimp, and booze, they’ll begin their mundane deal-making for clients who need to be sure that they’ll have airtime to help them move product. But companies don’t want to make the same mistake that a lot of them made last year by postponing ad buys in the hope of landing a better deal in the scatter market. Many who waited had to pay as much as 40% more for spots in the first quarter of 2011. Auto makers, TV’s biggest advertisers, can’t afford to sit on the sidelines. They hope to sell about 13 million cars this year. That would be up 13% from last year, but still short of the 16 … Read More »
In its first upfront presentation since its Jan. 1 launch, OWN: Oprah Winfrey Network announced the pickup of six new unscripted series and the renewal of four existing shows. The announcement didn’t include the most anticipated new OWN series, an Oprah Winfrey show, which will launch in September, after the end of her syndicated talk show. The network is yet to share details about it, though it is expected to be a talk show. OWN has been slow out of the gate, barely outperforming the channel it replaced, Discovery Health. One of the most heavily promoted first new series, Your OWN Show, flopped, and Oprah Presents Master Class has underperformed. But the network found early success with Our America With Lisa Ling, the first OWN series to get renewed, and Season 25: Oprah Behind the Scenes. The Judds also had a promising premiere on Sunday. Joining Our America on the list of renewed OWN series are Ask Oprah’s All Stars (picked up for six more episodes), Enough Already! With Peter Walsh (six episodes), In the Bedroom with Dr. Laura Berman (six episodes) and Oprah Presents Master Class (eight episodes). The six new series include Confronting…, I Owe You My Life, Louie Spence Dance Project, My Mom And Me, Sweetie Pies and Unfaithful: Stories Of Betrayal. Here are description of the newly picked-up shows: Read More »