It is mid-May in New York City. The snow is gone. The boroughs are finally showing signs of spring. But the real spectacle isn’t nature. It is the TV upfronts.
These presentations are elaborate. They are over-the-top. We have seen 40-foot sushi bars. We have seen roller skating parties. Once, a network built a faux crystal meth lab just to sell ads. There were fireworks. There were Broadway-style musical numbers. The one constant? The next year’s show will be even more inventive.
What Are TV Upfronts?
Upfronts are presentations by major television networks. They preview upcoming fall series. The audience includes advertisers. Press members attend too. Local station producers are there as well.
This event marks the ceremonial end of pilot season. It is the moment to put those pilots on display. The talent is part of the show too. Stars of popular returning shows mingle with guests. They sign autographs. They take photos.
The tradition started in the 1960s. It began as simple meetings between TV executives and marketers. Now it is a week of parties. Advertisers, investors, and fans fill the rooms.
Why Does It Matter?
The term “upfronts” refers to upfront ad sales. These sales launch during this specific week. The timing is critical. The vast majority of television ads are purchased between Memorial Day and the Fourth of July.
If broadcast networks were wheat farmers, upfronts would be their harvest.
The lavishness attracts advertisers with deep pockets. These networks showcase shows that are highly rated. Or they expect the shows to be highly rated. That expectation drives up the price of advertising spots.
Look at the 2013-14 upfront market. CBS’ The Big Bang Theory sold 30-second spots for an average of $317,160. NBC’s The Voice went for $273,714. FOX’s American Idol on Wednesday nights fetched $281,600. ABC’s Modern Family sold for $249,025.
The advance airtime orders from the four big networks—ABC, CBS, NBC, and Fox—can net as much as $9 billion.
The upfronts are not just about watching trailers. They are about securing premium inventory for the highest bidder.
Digital NewFronts
Broadcast isn’t the only player. Digital media companies and publishers now host their own upfronts. They compete for the same advertising dollars.
These events have a different name. They are called digital “NewFronts.” They are just as over-the-top.
Zynga, a social gaming brand, hosted a NewFront. They set up a petting zoo. Actors dressed as animals mingled with guests. There was a photo booth with a Words with Friends backdrop. In a back room, guests could play poker.
The spectacle has changed. The money has not.
