In a major change to the pre-television weekly calendar, Paramount Global has indicated that it will not be holding its Traditional presentation.
Instead, according to a memo from John Halley, head of ad sales for Paramount, the company “will hold a A series of high-impact, intimate gatherings with each of our key agency partners and their clients replacing our traditional presence at Carnegie Hall. We believe this expanded format will prove more effective in facilitating our upcoming pre- Discuss.”
2022 marks the return of pre-TV business to normal , all major networks return to live events for the first time since the 60 pandemic. Paramount held the traditional event at Carnegie Hall, though it shortened the presentation to a brisk minute (in honor of the iconic )CBS newsmagazine…although the demo lasted about minutes).
But Paramount’s exit from the 1235150074 pre-week calendar marks a major shift the company (and before it, CBS) had in the cards Kee Hall has been held for decades.
Memorandum. “The same principle applies to our 60 pre-presentations. As media investments become more complex, campaigns need to evolve to meet this moment.
One of Paramount’s rivals has committed to returning to the early weeks, NBCUniversal head of ad sales Linda Yaccarino wrote in her year-end notes , her company will kick off Monday morning with a presentation at Radio City Music Hall, followed by an evening celebration at Telemundo.
While the 2022 marks the return of the live event, it did prompt some changes to the presentation as Fox pursues Manhattan A mix of events downtown, Disney leaves Lincoln Center for an event space on the Lower East Side. It’s unclear if the companies will return to their previous upfront houses, or follow Paramount in opting out this week.
Additionally, virtually all companies (including Paramount) have de-emphasized broadcast television in favor of streaming services, acknowledging where the entertainment business is headed.
The up-front change was one of the first major moves Halley made when he took over from Jo Ann Ross earlier this year Advertising sales of the company. His experience in digital and linear advertising was cited as an advantage by Paramount CEO Bob Bakish, Harley’s Mission is to more closely integrate the company’s ad sales operations.
“Our targeted approach is designed to encourage dialogue with our most trusted partners – hearing directly from the agencies and advertisers we serve, who make up our business cornerstone,” Halley wrote. “We also have a great story to tell about the strength of our popular product portfolio and enhanced products, and earlier timing will increase share of voice, enabling deeper engagement in more appropriate environments.”
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