Paramount to skip TV upfront week
TV network will opt for intimate gatherings earlier in 2023.
Troov
Paramount will be skipping upfront week next May, according to the media company’s president of advertising John Halley.
In an internal memo, Halley announced to staff that Paramount would forgo the extravagant week of star-studded advertiser schmoozing in favor of “a series of high-impact, intimate gatherings in April for each of our major agency partners and their clients.”
Historically, Paramount hosted its upfront show at New York’s Carnegie Hall under former sales head Jo Ann Ross, who was known for over-the-top theatrics and showmanship. In September, Halley took over as the company’s president of advertising, with Ross staying on in an advisory role to oversee the transition.
The upfront announcement matches Paramount’s reorganized sales team, which Halley spearheaded to match smaller teams to liaise directly with each major media agency, rather than devoting leadership to each of Paramount’s assets as other TV companies have. Paramount, which owns CBS, Nickelodeon and Paramount+, is home to shows including “Yellowstone,” “RuPaul's Drag Race” and “Young Sheldon.”
“Our targeted approach is intended to encourage conversation with our most trusted partners—to hear directly from the agencies and advertisers we serve and who form the bedrock of our business,” wrote Halley. “We also have a fantastic story to tell about the power of our popular portfolio and enhanced offerings, and the earlier timing will increase share of voice, in a more fitting setting for deeper engagement.”
Earlier this month, competitor NBCUniversal announced its upfront presentation would return as expected to the annual TV ad haggle. In a LinkedIn post, Linda Yaccarino, NBCU chairman of advertising and partnerships, wrote that the media company would present on May 15, 2023, in its usual venue, Radio City Music Hall, after hosting its One23 tech conference on Feb. 8 and a Newfront presentation for its streamer Peacock on May 4.
Other upfront mainstays have yet to announce their plans for the industry's May festivities.
