NBC Case Study: Upfront Presentation for Fall 2015 (CMGT 574)
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Transcript of NBC Case Study: Upfront Presentation for Fall 2015 (CMGT 574)
Reema Dutt Jia Heng Stephanie Lin Jose Sorto
NETWORK OVERVIEW
Over 5000 hours of TV Agreements with NFL Over 200 affiliates #1 in key demographic
2.9 rating average + 21% from last season
#2 in total viewership !Going forward
Branded weeks Engaging content with key talent Embracing new digital strategies
WHAT’S TO COME
PROGRAMMING
RENEWED FALL
FALL
RENEWED SUMMER
CANCELED
CANCELED
PICKED-UP FALL
FALL
PICKED-UP SUMMER
SUMMER
SCHEDULING
Fall8:00:00 8:30:00 9:00:00 9:30:00 10:00:00 10:30:00 11:00:00 11:30:00 12:00:00
Mon The Voice Aquarius Local Programming
The Tonight Show with Jimmy Fallon
Tues The Biggest Loser The Voice The Blacklist Local Programming
The Tonight Show with Jimmy Fallon
Wed Chicago P.D. Law & Order: SVU Chicago Fire Local Programming
The Tonight Show with Jimmy Fallon
Thur Tooken Mr. Robinson
Parks & Recreation
Community Parenthood Local Programming
The Tonight Show with Jimmy Fallon
Fri Dateline NBC Grimm Constantine Local Programming
The Tonight Show with Jimmy Fallon
Sat Dateline NBC Last Comic Standing (Encore)
Local Programming
Saturday night live (Encore)
Sun Football Night in America NBC Sunday Night Football
Mid-Season8:00:00 8:30:00 9:00:00 9:30:00 10:00:00 10:30:00 11:00:00 11:30:00 12:00:00
Mon The Voice Aquarius Local Programming
The Tonight Show with Jimmy Fallon
Tues The Voice Feed Me Mission Control
The Blacklist Local Programming
The Tonight Show with Jimmy Fallon
Wed Chicago P.D. Law & Order: SVU Chicago Fire Local Programming
The Tonight Show with Jimmy Fallon
Thur Tooken Mr. Robinson
Parks & Recreation
About a Boy Parenthood Local Programming
The Tonight Show with Jimmy Fallon
Fri Dateline NBC Grimm Hannibal Local Programming
The Tonight Show with Jimmy Fallon
Sat Dateline NBC Saturday Night Live (Encore)
Local Programming
Saturday night live (Encore)
Sun The Slap Emerald City Celebrity Apprentice
Local Programming
Dateline NBC (Encore)
CHANGESSupport new shows and curb the loss of cancelled shows Balance genre mix Age
8 newbies 3 sophomores Several seasoned
COMPETITIONCBS main rival
Thursday nights The Voice, The Blacklist, and Grimm are doing exceptionally well on their given nights NBC leading in the key demographic of 18-49 Slight lag behind CBS in terms of total viewership Engaging content, reputable talent and fresh concepts Marketing and digital strategies
MARKETING
SUMMER PUSHAnnounce the new fall series 8 new shows
First 4 shows of the season will be promoted Second 4 shows will be promoted during the fall season
Network Advertisements Print Out-of-Home Digital
Talent Monday
Reality Tuesday
Action Wednesday
Comedy Thursday
Sci-Fi Friday
Rerun Saturday
Sports Sunday / Drama Sunday
REBRANDING THE WEEK
CELEBRITY APPEAL
David Duchovny
Mary-Louise ParkerTina Fey Amy Poehler Krysten Ritter
Craig RobinsonEllie Kemper
EVENTSGolden Globes
Peter Pan
The Super Bowl
Push in-season shows Launch new mid-season series
Wonder Con Comic Con
Grimm
Constantine
Emerald City
BUSINESS/SALES
AFFILIATESComcast- Parent Company NBC Universal
Sports Group News Group Cable Networks Studio
NBC Affiliates Local Television Stations Domestic Television Distribution
OWNERSHIP OF CONTENT
Owned Third Party Co-ProducedAmerican Dream Builders Believe Community
Chicago Fire The Blacklist Hollywood Game NightChicago P.D. Crisis
Dateline HannibalGrimm Revolution
Growing Up Fisher The VoiceLaw & Order: SVU
ParenthoodParks & Recreation
About a Boy
REVENUE
Shows Ad RevenueThe Voice $264,575
The Voice (Results Show $229,176The Blacklist $198,667Chicago Fire $110,385Parenthood $87,834
Grimm $82,185Parks & Recreation $82,000
Revolution $80,000Law & Order: SVU $63,970
Dateline $37,165
PROFITABLE SHOWS
CHALLENGING SHOWS
DIGITAL
Multiple Access Points for viewers to interact with NBC and your brand.
Returning Shows on Social Media
TOTA
L FO
LLO
WER
S
2,800,000
5,600,000
8,400,000
11,200,000
14,000,000
The
Voic
e
Law
& O
rder
: SVU
The
Bigg
est L
oser
Park
s an
d Re
crea
tion
Com
mun
ity
Grim
m
Dat
elin
e
Pare
ntho
od
Chi
cago
Fire
Han
niba
l
Cel
ebrit
y Ap
pren
tice
The
Blac
klis
t
Chi
cago
PD
Hol
lyw
ood
Gam
e N
ight
Abou
t a B
oy
TwitterFacebook
UTILIZING SOCIAL MEDIA
Launch all social media platforms for each show before premier dates
Build anticipation and create awareness through engaging content
LEVERAGING TALENT’S ONLINE PRESENCE
4.9M FOLLOWERS
50.1K FOLLOWERS
Celebrity guess editors on our account
#EmeraldCity
Inviting online influencers to curate their
own
Emerald City: Oz-themed viewing party
TARGETED CAMPAIGNS
FAN ART CAMPAIGNConstantine Fan Art Gallery
BIGGER, LOUDER, MORE EVENT-LIKE
The Voice: #VoiceTailgate party
Peter Pan Live!
Building anticipation
SNF & SUPER BOWLLIVE STREAM AND MULTIPLATFORM COVERAGE
ORIGINAL ONLINE PROGRAMMING
Saturday Night Line Heroes Reborn: Digital Series Tesla and Twain Last Single Girl !…and more! !
These series and their advertising partners will be
promoted across NBC's cable and broadcast networks
DIGITAL TELEVISION
Make NBC content easily accessible to our audience
Multiple distribution channel advertising deals: You can now place an ad on the broadcasted TV packaged
with ad space in a SVOD episode
2014-2015 UPFRONTProgramming/Scheduling
Incredible new line up Marketing
Engaging efforts that will bring in viewers
Digital Strategy Creative use of platforms to augment the audience’s experience
Business/Sales Hit shows that will expose viewers to advertisements
WELCOME TO SWEDEN