Canadian media buyers and planners are in New York this week as the major U.S. broadcast networks reveal what’s in store for the next TV season. Marketing has asked some top agency executives to share their impressions of the week between presentations, parties and meetings.
Monday, May 14: NBC and FOX
[Robert DaSilva] [Ann Stewart] [Deborah Coyne] [Cathy Collier]
Robert DaSilva, managing director, trading, Mindshare
It is that time of the year where the U.S. networks take centre stage to showcase their new fall season line up and mid-season replacements. It’s an opportunity to differentiate themselves from their competitive set by establishing bragging rights over new platforms, new technologies, better measurement and what is on the new frontier for advertisers and agencies.
The fall period is an extremely exciting time for the networks; it is a fresh start to revamp the schedule and exchange aging hits for new breakout shows.
From a Canadian perspective, we often look to the U.S. network upfronts to measure program trends, new technologies and new platforms. We are also tracking social conversation on the most talked-about new shows. For this fall, we discovered that comedies and dramas—specifically serial killer dramas—are the most talked about themes.
On Monday, NBC and Fox presented their Fall 2012 and 2013 mid-season line-up. NBC’s strategy focused on three areas:
• comedies and dramas to anchor the new program lineup to add further reach and depth
• build on Sunday and Monday’s positive primetime momentum to jump start the rest of the week
• continue to position new shows with very strong lead-ins
NBC is also the home to the Superbowl and Olympics. This is the first year where viewers will be able to stream Olympic live events online and on mobile. This is great news as the industry is trying to crack the mobile nut. Mobile remains an underdeveloped medium. Progress is slow.
NBC did not take any huge risks with their fall schedule. No drastic changes, only a few tweaks to accommodate the acquisitions. The immediate need for cross-platform measurement was acknowledged, however there was no short-term solution. In Canada, we are also trying to solve the case on one-source measurement. This will have to be an proactive industry movement and will take a few more years to fine tune and get everyone aligned.
Fox had a very similar program strategy to focus on comedies and dramas—dial up the talent on existing proven properties with the hope of attracting new audiences, promote sports franchise and continue to own the millenniums.
Like NBC, Fox addressed single multi-platform measurement, however there was no long-term vision on how to make this a reality for advertisers and agencies.
The big news for Fox is that Britney Spears will join X Factor, and Kate Hudson and Sarah Jessica Parker will join the cast of Glee.
New shows for Fox include The Following, a serial killer drama starring Kevin Bacon; The Mindy Project, a comedy about an OB/GYN trying to pursue her dream of becoming the perfect woman; Mob Doctor, a drama about a young doctor who has to pay off her family lifelong debt to the mob; and Ben and Kate, a comedy about a pair of odd couple siblings.
Fox has a young audience that is very active on the social media front. Fox has grown its fanbase from 150 million to 230 million this year. Huge increase!
Fox did announce a new unit within the company—internally named the Fox Bridge that will help advertisers create social media campaigns, branded environments and apps.
Overall, both networks played it safe. New program themes are very similar; comedies and dramas. One-source measurement is at the agenda forefront but not being made a priority. Both networks have solid sports platforms and own strong existing properties. Let’s see what CBS and ABC have to say.
Ann Stewart, president, Maxus Canada
The casual vibe at Fox was very different than earlier in the day at NBC, where it was very corporate. The Fox presentation was hosted by Ryan Seacrest and powered by a series of top talent from every show.
Fox has proved it is a younger, hipper network that leads in the development of groundbreaking programs—just think of Married with Children, American Idol and now Glee—that are now cultural phenomena all over the world. They have embraced digital and incorporated social and multi-screen strategies into all of their content. So far this year, Fox has proven that it has a clear vision and will retain #1 status.
Their fall schedule starts with a strong Tuesday night thanks to the introduction of new comedies and dramas.
Ben and Kate (created by Dana Fox, What Happens in Vegas)
Single young mom brings her brother, who never really grew up, to live with her so her daughter understands the value of family. As corny as it sounds, this is a very funny, well-written comedy that sits between two strong programs; Raising Hope and New Girl.
The Mindy Project (created by and staring Emmy-nominated writer/producer and New York Times best-selling author Mindy Kaling)
Mindy is a OBGYN who tries to balance her personal and professional life while trying to be the perfect woman. She works hard and plays harder, struggling with her needs, wants and desires.
The Goodwin Games (from the executive producers of How I Met Your Mother)
A comedy where three estranged siblings come together after the death of their father and find out they stand to inherit more than $20 million. But only if they play their dad’s game, trivial pursuit, to learn about their family. Interesting storyline and might succeed as a mid-season replacement, as it is currently intended.
The Mob Doctor (executive-produced by Josh Berman, Bones, CSI)
A brilliant surgeon is caught in a difficult situation between her commitment to the medical oath and saving her brother’s life when he gets in trouble with the mob. A fresh new good vs. evil story. It should do well.
The Following (created by Kevin Williamson Dawson’s Creek/Scream and starring Golden Globe Award-winning Kevin Bacon)
This series marks the return of the 24-type genre where an ex-FBI agent comes back to catch a devious serial killer who has murdered across the country for years. This is a mid-season replacement and will probably have a loyal following.
On Saturday night, Fox is trying something new from 11 p.m. to 12:30 a.m. with Animation Time—a series of multi-length, new and old animated shorts for adults. A different genre, but great initiative that has multi-platform opportunities.Will be strong for men 18-34.
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• Fox to Stock Thursday With ‘Glee,’ ‘X Factor’ (Ad Age)
Deborah Coyne, managing director, trading, Maxus Canada
We arrive at Radio City Music Hall at 10:30 a.m. for the NBC presentation, the first of many during this week’s upfronts in NYC. I am struck by the historical significance of this building as hundreds of people pour into the theatre. We decide to carve our own path rather than follow the endless crowd; we move to the far end of the hallway, entering the theatre from a more advantageous area, trying to improve our chances of securing an optimal seat.
I boldly stride to one of the first of several rows, happy our strategy worked, but my hopes are quickly dashed. I was about to take the seat reserved for The Donald. We then realize that most of these rows were reserved for the celebrities attending the event. Quickly, we correct course, moving back a few rows, but still happy to get respectable seats. The lights dim. The show is about to begin. Then The Donald breezes by, followed by Howie Mandel and several others.
NBC begins reminding us about their successes this past year, from The Voice to Smash to Grimm to Late Night with Jimmy Fallon, Sunday Night Football and Celebrity Apprentice.
Yes, but what about the 2012/13 broadcast year? Suddenly Tina Fey and Jimmy Fallon appear on-screen in a SNL skit. Tina inadvertently comes across a package of DVDs featuring the new Fall line-up. What will the head of programming, Bob Greenblatt, do this season? Should we or shouldn’t we take a sneak peek at his plans? In a NY minute, they sit back and watch. Much to their dismay, they see that every show from last season has been converted into a musical (a la Smash or Glee). Even dramas like Grimm have the main characters singing like they are on Broadway. Could you imagine anything worse? Tina and Jimmy are left wondering what Greenblatt is up to and what does it mean for them.
Following this, the real plan is revealed. NBC acknowledges that while the network secured a photo finish for 3rd place against 18-49 (up from 4th), they still have work to do to deliver on their promise of rebuilding the network.
During the presentation, Katharine McPhee and Megan Hilty from Smash sing a beautiful duet in tribute of Marilyn Munroe and then, suddenly, the four red chairs from The Voice appear front and centre. Three of the four judges (Christina, Cee Lo and Adam) appear on stage. While their presentation covered the bases, outlining some excellent shows on the horizon, some of the dialogue and attempts at humour fell flat. There wasn’t much sizzle, which became even more clear after the fact when I attended the Fox upfront later in the day.
The Fox presentation took place at the Beacon Theatre. Once again, it was an old heritage theatre from days gone by. Ryan Seacrest hosted the event with the same panache he brings to every episode of American Idol.
The vibe in the theatre was different than the morning session with NBC. Maybe it was the Monday morning blues, but the mood had certainly changed by 4 p.m. Fox was glitzy and polished with lots of energy and excitement in the room. They brought out dozens of their celebrities and presented them quickly in one fell swoop. They focused on five key new shows that will be added this fall. They also mentioned how they would tweak some of the returning favourites to keep them fresh and interesting. Importantly, they spent time addressing their “fluidity model, delivering impressions and expressions” across all advertising platforms including broadcast, digital and social channels.
There was more personality, more charisma and certainly Fox won the day in terms of their presentation. NBC could learn a few things from this self-proclaimed “under 40s network.”
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• Buyers Lukewarm to NBC’s Offerings (Ad Age)
Cathy Collier, CEO, OMD Canada
Judging from their upfront presentation, NBC and Fox actually shared three objectives.
1. Reclaiming their mass position defined by the broad reach of their “cultural” shows, ie. #1 in this demo, #1 in that demo
2. Establishing their social footprint
3. Declaring the resurgence of comedy
The one other theme we observed was the lack of enthusiasm from the audiences. They were hyper-critical and flat, not what you would want going into the upfront season.
Beyond these similarities, the two couldn’t have been more different.
NBC only has football and The Voice as a base, but seems determined to crawl back from their current tied-for-third position. Their two strategies are to focus on “flow” of the night, using football and The Voice as lead ins; and second go with comedy in a big way.
The Tuesday night combo of Go On (written for and starring Mathew Perry) and the New Normal (think Modern Family) following The Voice looks promising. They also have what is considered the most out-there show, Revolution, which is classic J.J. Abrams and got the biggest audience reaction and lots of applause.
Fox, on the other hand, is continuing to build on solid ground and celebrating its 25th year. It’s adding more star power to two of its strongest shows: Glee will see two new guest stars, Kate Hudson and Sarah Jessica Parker, and X Factor will add Britney Spears and Demi Lovato as the replacement judges who will continue to pull in younger audiences.
Their Tuesday comedy night will certainly give NBC a run for its money with the addition of Ben and Kate and The Mindy Project joining the successful New Girl.
They have also figured out the scheduling of their potentially competing properties with X Factor in the fall and American Idol in the winter/spring, and will provide more competition for The Voice.
Finally, the most exciting show so far is scheduled for mid-season, The Following stars Kevin Bacon as a retired FBI profiler brought back on to track a serial killer.
