What’s a television programmer to do these spring months in search of more advertising revenue this fall? Further out, how does that programmer obtain a line item in a company’s advertising budget for next year and beyond?

Let’s tick off a few ways to answer both questions this Upfront and NewFront season:

  • There’s the splashy route, as in organizing events that draw hundreds (over 2,800 in YouTube’s case) to Jazz at Lincoln Center or Madison Square Garden’s rotunda theater, where key executives speak and sizzle reel their case, accompanied by celebrity performances.
  • There’s the mealtime affair, gathering journalists for a debrief with executives over breakfast or lunch. If the timing works out, a few stars or show producers have a seat and meet the press.
  • If you’re Viacom, under new chief executive Bob Bakish, you mix it up. Go with splash for Nickelodeon/Nick Jr. and BET, representing half of your newly-labeled core networks. Or go the intimate route, with private dinners attended by key agency leaders and Bakish on hand to discuss the complete Viacom outlook.


Captivate, one of the leaders in digital out-of-home (DOOH), counts many networks among Upfront/NewFront season advertisers, contributing to sold-out inventory.  They tout the value of standing out by being where people stand every day — inside the office elevator or around the lobby

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