NBC/NBCSN/Telemundo
Sports were up first during NBCUniversal’s May 14 presentation at Radio City Music Hall, with the U.S. women’s gold medal-winning hockey team rising from beneath the stage on a hydraulic lift, their standing ovation later referenced by Chairman Advertising Sales and Client Partnerships Linda Yaccarino.
For his part, Late Night’s Seth Meyers, during his annual turn deriding other networks and his company’s Upfront proceedings, questioned why NBCU was touting the Olympics and coverage of the Super Bowl, since neither event will be on the network’s air during the 2018-19 season. He likened it to a waiter telling customers about what specials a restaurant had run out of.
Still, those events helped fuel NBC’s 38% advantage over its competitors among adults 18 to 49 and nearly ended CBS’ nine-year run as America’s most-watched network. Small wonder NBCU CEO Steve Burke in his opening remarks reminded the audience that the company holds Olympic rights through 2032.
Given the coverage of the World Cup, which kicks off on June 15, it was somewhat surprising that Telemundo Deportes President Ray Warren didn’t grace the big proscenium. Then again, considering Telemundo is still wrapping up the final ad sales pieces for the tournament in Russia, personally pitching the 2019 Women’s World Cup from France would have upstaged this summer’s event. Instead, the audience watched extensive futbol highlights that finished with a look at inimitable Argentinian striker Lionel Messi, Mexican goalie Guillermo Ochoa and Carli Lloyd, the star of the U.S. women’s 2015 Word Cup-winning side.
Later, NBCU rigged up a wrestling ring, with WWE Chief Brand Officer Stephanie McMahon introducing Charlotte Flair, Nia Jax and Ronda Rousey as leaders of a women’s revolution at the sports entertainment company. The WWE Upfront push didn’t culminate in an announcement that NBCU had pinned a renewal for Raw and SmackDown, the promotions that run on USA. At this juncture, reports indicate NBCU is nearing a deal for the former, while the latter could decamp to Fox.
Fox, Fox Sports 1
Joe Buck, the voice of Fox Sports, helmed this expansive component of the company’s Upfront, also on May 14. Buck talked up the World Cup before noting Fox will continue to bring the heat with a lineup that includes the most NFL windows ever with the addition of Thursday Night Football to its Sunday NFC package, highlighted byAmerica’s Game of the Week.
The latter, he declared, will rank as TV’s top show for a 10th consecutive year when the 2018 NFL season ends. When combined with an enhanced college football slate and MLB’s playoffs culminating in the World Series (the 2017 edition of which outperformed all entertainment programming on television last season) Fox will again rule the ratings roost during the most important sales time of the year, heading into the holiday season. “We owned the fall and this year we’re going to dominate again,” Buck said.
Buck and Fox played to the hometown crowd, trumpeting the surging interest in the New York Yankees and Aaron Judge, before talking with former Bronx Bomber and now studio star Alex Rodriguez.
If there were any concerns that the new Manhattan-based TNF studio crew of Michael Strahan, Howie Long and Terry Bradshaw won’t have enough to say in the absence of theirFox NFL Sunday buddies Curt Menefe and Jimmy Johnson, they were quickly allayed by the four-time Super Bowl winning QB for the Pittsburgh Steelers. Bradshaw explained how he would not need to learn to navigate the subway, because he’ll have a driver, before engaging in a lengthy, rambling tale about spending $6,500 on a bronze eagle.
Presumably in the mode of if you can’t get brother Peyton to join your TNF booth, it’s good to have a Manning in the house, New York Giants quarterback Eli supplied local wisdom to Long and Bradshaw. He noted that just because a play receives Tony nods, it doesn’t mean it’s worth visiting Broadway just to see it. And oh, by the way, yes, the subway is supposed to emit that odor.
Troy Aikman eventually joined his mates on stage at the Beacon Theater. There, he announced that he, too, would be doubling down and serving as the TNF analyst alongside Buck’s play-by-play game calls.
Univision/Univision Deportes Network
Univision Deportes President Juan Carlos Rodriguez detailed what it perceives to be the company’s station on the sports scene -- the “undisputed home of soccer” -- citing such key properties as Liga MX, MLS, CONCACAF Gold Cup and home to both the Mexican and U.S. national teams. He emphasized that Univision networks garner 59% of all viewing of the fastest-growing sport in the U.S. He also played up the one piece that he said had been missing from its portfolio, great European soccer, which Univision now has as the Spanish-language rights-holder in the U.S. to UEFA’s top two club competitions, the Champions and Europa Leagues.
Rodriguez also championed the Campeones Cup, matching the winners of MLS and Liga MX on Sept. 19, billing it as North America’s soccer Super Bowl. Of interest? Yes. At that level of football? Hardly. But, it was an Upfront, after all.
The “House of Soccer,” though, was worthy of the hype. At the company’s experiential Upfront event at Spring Studios on May 14 and May 15, the three-room exhibit afforded media buyers and planners with views of Univision Deportes futbol action on various screens (photo above). There were also floor-to-ceiling images of the winning teams, flanked by the actual trophies from Liga MX, CONCACAF Gold Cup, MLS and UEFA Champions League. Hardware for inaugural UEFA Nations League, which kicks off on the Spanish-language programmer this fall, was also in the House of House.
More impressive was a two-minute, 180-degree film of “the beautiful game”: Great footage of the players walking through the tunnel and stepping onto the pitch to the roar of the crowd. Outstanding saves and goals, fans dressed in various garb supporting their preferred clubs and tailgating activities among family and friends kicking it around were also part of the showcase.
What was missing, though, was a physical pay-off. Where were the media buyers in pants or skirts, shoes or in bare feet, trying to boot the ball past a goalkeeper of some repute, for tickets or tchotchkes? That would have been a buzzworthy, social moment worth sharing.
Turner Sports
Following a sizzle reel focusing on MLB, PGA championship, ELeague, March Madness and pro basketball action, including the Emmy-winning Inside the NBA crew, TNT and NBA TV anchor and sideline reporter Kristen Ledlow took the stage in the Hulu Theater at Madison Square Garden, promising that “we take what’s exciting and cool about sports we’re broadcasting, and find smart ways to make magic with all our partners.” Ledlow then said the portfolio is about to get a lot more engaging with coverage of “the most popular sport on the planet: UEFA Champions League,” which will appear on TNT, TBS and truTV, but mostly direct-to-consumer offering, Bleacher Report Live.