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

Building New Social Experiences On Facebook Gaming: Play Watch Connect
  • Campaigns
  • Media
  • Technology

Building New Social Experiences On Facebook Gaming: Play Watch Connect

For years, people have been able to play games, watch gaming videos and connect with fellow gamers on Facebook. But what if we could do more? Imagine a world where you didn’t just watch a gaming creator stream their play session, but instead, you could jump in and play with them live without needing to […]

CommBank Report: Aussies Keen To Spend On Travel
  • Media

CommBank Report: Aussies Keen To Spend On Travel

CommBank has today released its Household Spending Intentions (HSI) Index for November 2021, signifying its highest spending level since December 2019 and significant post-pandemic recovery, particularly in travel. The index – which provides an in-depth gauge of Australian consumer spending – rose 2.1 per cent during November to 110.3, driven by solid gains in spending […]

Disability Groups Call For A National Digital Accessibility Roadmap
  • Campaigns
  • Technology

Disability Groups Call For A National Digital Accessibility Roadmap

On International Day of People with a Disability, Infosys (NYSE: INFY) a global leader in next-generation digital services and consulting has released a first of its kind report: Exploring digital accessibility priorities and investments in Australia and New Zealand organisations. The study assessed for the first time, how far 670 organisations across Australia (570) and […]

Affinity Ranks Second At WARC Effective 100
  • Media

Affinity Ranks Second At WARC Effective 100

Independent Australian agency, Affinity has held its own against the world’s best in the prestigious WARC Effective 100, being named the second most effective Digital/Specialist agency in the world, and first across APAC. The recognition follows several wins in 2020 at global and local effectiveness awards across a range of clients, including Effies, New York […]

Tinder: Year In Swipe 2021
  • Campaigns

Tinder: Year In Swipe 2021

2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]

GoDaddy Wins Big At Olympic Marketing Awards
  • Media

GoDaddy Wins Big At Olympic Marketing Awards

The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign
  • Campaigns

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign

Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]

LEGO® Australia Rebuilds The World One Brick At A Time
  • Campaigns

LEGO® Australia Rebuilds The World One Brick At A Time

This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]