Broadcast television networks and digital media tried to shake things up during this year’s Upfront and NewFront season, with some foregoing tried-and-true formats for more innovative and interactive presentations. Digital NewFront events started to set the pace back in March, with big-name networks wrapping up the selling frenzy during Upfront Week, which took place from May 16 through 19 in New York.
Executives showed off new shows, partnerships, and initiatives to media buyers and ad agency reps at presentations, receptions, and concerts in theaters and event spaces around the city. With help from huge musical acts like Jennifer Lopez to a trio of Hamilton tie-ins to laser cats, brands and networks aimed to make an impression and close the deal. Here’s a look at some of the highlights from NBC, ESPN, AOL, and more.
The Late Late Show host James Corden opened the CBS Upfront, which was held at Carnegie Hall on May 18, with a musical spoof of Hamilton. The Tonight Show host Jimmy Fallon performed a similar comedic spin on the musical at the NBC Upfront the day before.
Instead of the traditional theater format, the music network’s 2016 presentation, which was held at Skylight at Moynihan Station in New York on April 21, created a pop art trade show called “Buy MTV,” with interactive booths for upcoming series and initiatives and a faux storefront featuring limited-edition MTV collectibles.
Just two hours before the presentation, news of the singer Prince’s death broke. Doug Herzog, president of Viacom’s music and entertainment group, opened with a tribute to the icon as purple lights washed over the venue.
The event featured a performance by Grammy Award-winning rapper Kendrick Lamar.
This year, the media technology company ditched the traditional, staid presentation format of media-buying events for a block party, which took place at the South Street Seaport in New York on May 3. The event took over four city blocks—more than 50,000 square feet—of the revitalized Seaport District.
Guests were able to engage with the brand’s products and partners through interactive activations, such as a free-throw game from the N.B.A.
The AOL show Coach Snoop follows Snoop Dogg's inner city youth football league; the rapper performed at the event.
To celebrate Telemundo’s 2015 success, NBCUniversal threw a private party for the network’s advertising clients at the Manhattan Center’s Hammerstein Ballroom in New York on May 16. Produced by Ray Bloch Productions, the event featured relaxed lounge seating, small bites, and cocktails.
The night was capped off with a performance by Jennifer Lopez. Since Telemundo’s Upfront presence was incorporated into a combined NBCU presentation, which was held earlier that day at Radio City Music Hall, the evening event allowed the network to stand out and engage a targeted audience.
The theme of the digital brand’s NewFront, which was held at the Altman Building in New York on May 4, was "Inspiration Meets Action"; its presentation featured a multidimensional stage backdrop.
PopSugar's entrance tunnel featured action-oriented phrases about “living your best life.”
A large photo backdrop, which greeted guests as they entered, was comprised of buttons with buzzwords.
Hearst Magazines Digital Media hosted its first NewFront House Party at Hearst Tower on May 4, unveiling a slate of original video programming and partnerships. 360 Design Events designed the event.
The show kicked off with an appearance by Channing Tatum and the guys from the upcoming Magic Mike Live, which is part of a year-long content partnership with Hearst brand Cosmopolitan.
The guest check-in area included tall floral arrangements encased in Lucite stands.
Daveed Diggs and Leslie Odom Jr., stars of the Broadway hit Hamilton, opened and closed ESPN's Upfront—which was held at the Minskoff Theater on May 17—with original performances.
In addition to star athletes, team mascots like the New York Mets' Mr. Met were in attendance at the sports network’s event.
For the digital brand’s NewFronts event, which was held at the Skylight at Moynihan Station in New York on May 2, Portland-based creative and production studio Dot Dot Dash designed and produced a multimedia environment featuring playful vignettes, including a kitten with laser vision, and lots of emojis. The presentation took place on a custom-built stage and included three main projection screens and 25 individually projection-mapped orbs.
The event boasted the theme “Welcome to the Feast” and aimed to show how the media company could feed guests’ minds, hearts, and businesses.
The Turner network hosted its annual Upfront party at Terminal 5 on May 18, filling the venue with giant inflatable characters from its shows.
Guests entered the event through a water-like 3D projection.
Â
Hip-hop artist Nicki Minaj performed and hosted an impromptu dance contest on stage with audience members, offering a cash prize to the guest who drew the most cheering from the crowd.
After its morning presentation at the Lyric Theatre, which featured the theme “United We Stand, Together We Grow,” Univision hosted a lunch reception at Gotham Hall in New York on May 17. The colorful decor featured the network’s signature colors and logo.
Guests could test out their bilingual skills at a recording booth presented by Flama, an English-language digital video site that offers short-form content and series. The activation was a live version of a comical video shown during the presentation.
