It's a One Warner Bros. Discovery Upfront World

The Big Message: There's a new spectrum of effective advertising opportunities to match the spectrum of Warner Bros. Discovery's TV vehicles from linear cable networks to megacontent player Max. It's all under the heading of "One WBD," available whether a campaign plays on one service or across platforms. "We're out to unlock the full power of this media company, creating an unparalleled opportunity," advocated Bruce Campbell, WBD's Chief Revenue and Strategy Officer. "We're ready and willing to be everything you want us to be. We're one team on one mission, and we're here for you."

Hosts: Campbell kicked off the lineup of WBD executives on stage to cover various subjects throughout the presentation. Programming segments were divided among Casey Bloys, HBO and Max Content Chairman/Chief Executive Officer; U.S. Networks Chairman and Chief Executive Officer Kathleen Finch, CNN Worldwide Chairman and Chief Executive Officer Mark Thompson and TNT Sports Chairman and Chief Executive Officer Luis Silberwasser.

What Worked: Numerous references to advertiser partnerships with a variety of specific programs, whether scripted, news or sports. For Max's ad-supported tier, WBD Chief U.S. Advertising Sales Officer Jon Steinlauf (pictured above) well-detailed new approaches deploying the rest of 2024 and beyond, from shoppable messages to advanced contextual audience targeting and a trio of interactive features -- Click-To-Content (viewers use their remote while watching a commercial to get more information and offers in their e-mail), trivia/poll-taking segments and Viewer's Choice (viewers select the commercial best matching their interest from several showcased on-screen).

What Also Worked: Conan O'Brien giving Inside The NBA co-host Shaquille O'Neal fits about his assortment of product endorsements from Icy Hot rub to The General insurance. When O'Neal's commercial for Papa John's new "Shaq-A-Roni" pizza pie came up, a Papa John's delivery person arrived on stage with a bunch of pizzas ready to eat. For a hilarious finish, O'Brien read off a list of new endorsement deals O'Neal reportedly concluded earlier in the presentation, including "Shake Shack Shaq."

What Can Work Here: Try this on: everyone walking out of MSG with A) a free "Shaq-A-Roni" pizza slice or pie B) a gift card for a free Papa John's pizza pie or C) a discount card for their next Shake Shack visit with Shaq's face on it. Imagine the reaction.

Data Points: Max's ad-supported tier sub universe has doubled over the past two years, and averages less than four commercial minutes per hour. WBD operated the top five networks in primetime cable during the first three months of 2024 (TBS/Food Network/TLC/Adult Swim/HGTV). Among adults 18-49, WBD channels had a 40 share of primetime viewing on 32 nights so far this year.

News: Max's new series entries this fall include the long-awaited adventure epic Dune: Prophecy. Fatal Destination, depicting true crimes taking place at vacation spots, will be among the rookie programs at ID (Investigation Discovery). Food Network will expand its assortment of holiday season productions with Harry Potter: Wizards of Baking. Side note: development of Max's Harry Potter scripted epic (announced at last year's WBD Upfront) continues, with a showrunner announcement coming soon. Look for CNN and CNN's Max service to launch a number of specialized news programs on topics from pop culture to science and health, and a U.S. version of the long-running British satire Have I Got News For You.

Bonus Points: Give Silberwasser credit for being the only WBD, Fox or Disney executive at their respective 2024 Upfront events this week to comment in public (at least in passing) on the joint mega sportschannel venture planned for launch this fall. Silberwasser went a step further to address WBD's negotiations to extend its contract for NBA basketball beyond mid-2025. "We look forward to another season and reaching an agreement that works out for all parties," he said.

Parting Words: "There were always great shows (on Max) about cults and there always will be, because Casey Bloys loves stories about cults." -Mindy Kaling, Executive Producer of Max series The Secret Lives of College Girls.

"That is true." -Casey Bloys, responding to Kaling.

"The value of great content never changes." -Jon Steinlauf, Chief U.S. Advertising Sales Officer at Warner Bros. Discovery.

"Diverse audiences will always show up for great content. Let's create the next cultural moment together." -Sheereen Russell, Executive Vice President of Client Partnership and Inclusion Solutions.

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