Disney has wrapped up its 2023-24 upfront sales process, with gains in sports and streaming helping it return to 2022 revenue and volume levels.
20.07.2023 - 19:31 / deadline.com
NBCUniversal has wrapped up one of the most unusual upfront ad seasons in history, managing to secure cash commitments roughly in line with last year’s record haul.
The upfront has been a complex undertaking for all major media players, dragging on through June and most of July. The WGA strike, which began May 1 and is continuing, threw a wrench into network presentations to ad buyers and also upended scheduling plans and production. The SAG-AFTRA walkout this month has exacerbated the labor woes, creating a cloud of uncertainty over the annual September launch of fall programming. (NBC on Wednesday announced a fall schedule featuring a notable number of scripted shows, unlike rivals relying heavily on unscripted fare in the strike-altered operating environment.)
NBCU’s annual upfront extravaganza at Radio City Music Hall also had extra levels of intrigue this year after longtime sales chief Linda Yaccarino decamped on the eve of the presentation as she prepared to jump to Twitter as CEO.
Across the board in the upfront, sports, streaming service Peacock, Telemundo, special events and various technology-driven innovations helped offset ongoing linear viewing declines and the impact of cord-cutting.
NBCU did not offer any official comment on the upfront process. Its parent company, Comcast, will report its second-quarter financial results on July 27 and execs will likely weigh in on the state of the sales effort. Dollar figures are generally held close to the corporate vest, but in recent years upfront commitments have been in the range of $3 billion and total ad sales north of $10 billion.
Expectations have been mounting for traditional media companies to report a dip in upfront revenue due to broader softness in the
Disney has wrapped up its 2023-24 upfront sales process, with gains in sports and streaming helping it return to 2022 revenue and volume levels.
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