Media Execs Weigh In On TV Upfront Season: Zenith CIO Anthony Ellis

Media Execs Weigh In On TV Upfront Season: Zenith CIO Anthony Ellis
SHARE
THIS



The 2018 television upfront season has officially wrapped up for another year.

With each network promising brand-new programs, imaginative content and non-stop entertainment, the slates were jam-packed.

But what did media agency executives make of the upfronts, those who the networks are essentially pitching to?

To find out, B&T had industry heavyweights weigh in on the upfronts, and discuss what worked, what didn’t and how important the events are to adland.

We’ll be pumping out the industry responses over the coming days.

Today, we hear from Zenith chief investment officer Anthony Ellis.

For Ellis, 2018’s upfronts presented industry full of change and challenges.

“What was clear from the 2018 upfronts is that in an extremely challenging environment due to shifting consumer behaviour and a rapidly changing local media landscape, is that television in Australia has a bright future.

“All networks are working quickly to adapt their business models not only to accommodate the immediate challenges but to have a clear, long-term strategy.

“Whilst individually they all have their unique strengths, the fact that they are now collaborating more than ever is a positive for the industry and importantly, advertisers,” said Ellis.

In terms of his favourite of the upfronts, Ellis picked SBS.

“From a content point of view, television across the board has a great mix of old and new content that will air in 2019 with some exciting innovation promised around sports coverage.

“SBS specifically continues to expand on its already impressive content line up with a very engaging and different offering to the rest of the market.”

When asked whether the upfronts needed to change in any way, Ellis touched on client partnerships.

“I think all the networks have done an amazing job at promoting their businesses through what is a very time consuming and costly process.

“If there was one area that would be good to see more of is how they have delivered innovation through client partnerships that delivered on business results.”

Ellis added that despite the hoo-ha, upfronts are still an integral marketing tool to the industry.

“[Upfronts] generate a lot of publicity and talk to a wide audience that includes the investment community, advertisers, agencies, creatives and internal staff.

“Due to the nature of the client solutions in today’s environment along with the rapidly changing capability of media companies we need to work closer than ever in order to deliver tailored client solutions.

“If you are waiting for the upfronts to plan the following year, you have missed the boat!

“The upfronts are great at creating excitement and publicity around the network and have a number of broader benefits beyond just talking to agencies.”

Please login with linkedin to comment

Marketing SBS Upfronts Zenith

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]