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Paramount Won’t Return to TV’s Upfront Week in New York
Paramount Global does not plan to return to the big New York presentations of TV's upfront week, and will old bespoke meetings with agencies
The New York owner of CBS, the Paramount movie studio and the Nickelodeon kids-cable outlet plans a second year of individual meetings with media buyers and advertisers for its outreach during the industry’s “upfront” sales market, and will not return to the more formal, glitzy presentation that has long been a staple of the period. In its time, CBS’ Carnegie Hall event grew to symbolize the networks’ efforts during their annual week of publicity aimed at wooing Madison Avenue and has featured everything from live songs by The Who to a farewell from David Letterman. But John Halley, who was named head of Paramount Global’s ad sales outreach last year, believes bespoke meetings carry the potential for more benefit, especially in an era when advertisers are seeking more precise placement of their pitches alongside narrower audiences defined by better data mining techniques.
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