Broadcast television networks and digital media companies played it safe during this year’s Upfront and NewFront season, with traditional presentations and events or AOL's choice of hosting private one-on-one meetings. The digital company decided to hold closed-door client meetings instead of a large event, a stark contrast to last year’s blow-out public event. Other big names who decided to opt out of the NewFront lineup included BuzzFeed, Fullscreen Media, Yahoo, and Warner Bros. Digital Networks. Taking their place was newcomer Twitter, which held its first-ever presentation this year.
The selling started in March and wrapped up during the final week, which took place May 15 through 18 in New York. Executives introduced new shows, partnerships, and initiatives to media buyers and ad agency reps at presentations, parties, and concerts in theaters and venues around the city. Star talent like Stephen Colbert and Jennifer Hudson took the stage to help their networks close the deal, while digital brands like Refinery29 and PopSugar heralded new content focused on female empowerment. Here’s a look at some of the highlights from NBC, Hearst, Fox, and more.
Jon Batiste and his Stay Human band from The Late Show with Stephen Colbert escorted attendees from Carnegie Hall to the network’s after-party at the Plaza Hotel with an impromptu parade.
Univision’s presentation featured the concept of “Proof of Passion” and highlighted the network's five passion points: soccer, news, family, music, and drama. The event was held at the Lyric Theatre on May 16. The entrance to the theater was decorated with a cascading balloon sculpture.
Greeters outfitted in the event’s green-and-blue color palette were on hand at the check-in kiosks.
On May 1, Twitter held its first NewFront for advertisers, announcing a slew of live video-streaming deals. Held at Cedar Lake, the event was produced by NA Collective and featured a circular screen surrounding the audience.
Snacks were provided in Chinese takeout-style containers.
At this year’s Time Inc. NewFront presentation, which was held on May 4 at the Hammerstein Ballroom, Ray Bloch Productions created a doughnut wall featuring treats with vibrant glazes that represented the brand’s new logo colors. Great Performances supplied the doughnuts.
Jennifer Hudson, a new coach on The Voice, kicked off the network's presentation, which was held at Radio City Music Hall on May 15.
Megan Mullally, Eric McCormack, Debra Messing, and Sean Hayes took the stage to introduce the reboot of their show Will & Grace.
Similar to last year, the NBCUniversal-owned Spanish-language network held a private party and concert for advertisers. (Its programming announcements were included within the NBC Upfront presentation.) Enrique Iglesias performed during the celebration, which was produced by Ray Bloch Productions and held at the Hammerstein Ballroom on May 15.
Attendees at the CW's presentation, which was held May 18 at the New York City Center, received Dynasty-branded champagne-flavored gummy candies as favors to promote the network’s new show.
Held at Terminal 5 on May 3, the theme of the media company’s 2017 NewFront was “Our Party Is Women.” Global editor-in-chief Christene Barberich cited the Women’s March as inspiration for Refinery29’s female empowerment focus.
Evan Rachel Wood and her band Rebel and a Basketcase closed the presentation. Wood and her band’s new video for the song, “Today,” was the first video to premiere on the site’s new series called The Drop, which will feature music from female artists.
The National Geographic Further Front event, which took place April 19 at Jazz at Lincoln Center’s Frederick P. Rose Hall, featured a Skype interview with National Geographic expedition photographer Cory Richards who was at the base of Mount Everest at the time, as well as augmented-reality-enabled decor, produced by Civic Entertainment Group, that brought the content to life.
At the PopSugar NewFront presentation, held on May 3 at Industria Studios, guests noshed on hors d'oeuvres provided by Scoozi Events.
The theme of the event was “We Rise, We Shine,” with the media brand pledging to expand coverage of activist issues to further empower women.
Following the promo for CBS All Access’s upcoming Star Trek: Discovery show, The Late Late Show host James Corden took the stage in a Star Trek uniform and Vulcan ears during the network's May 17 presentation at Carnegie Hall.
For Hearst’s digital brands, BMF Media designed four zones representing the company’s main pillars: fashion, food, beauty, and men’s lifestyle. The NewFront event was held at Skylight Modern on May 3.
The food area featured bright and playful wall and floor coverings, along with screens promoting related content. The entrance walls were designed to resemble classic ice cream sandwiches and candy button strips.
Guests were able to grab small bites from display drawers within the walls of the food area.
On May 15, actors handed out “wanted” flyers around the city as part of the The Gifted Mutant Testing Center marketing stunt, which was a promotion for Fox's The Gifted, a new show about a couple who discovers that their children possess mutant powers.
At the network’s Upfront party at Wollman Rink in Central Park, attendees were able to find out if they have the mutant gene. At the Sentinel Services Mutant Testing Center, participants received a cheek swab test and an “I Got Tested” sticker. In addition to finding out if they have the “mutant” gene, guests will also be mailed their actual genetic results.
Group Nine Media’s first-ever NewFront event showcased the company’s four properties: Thrillist, the Dodo, Now This, and Seeker. The event, which was produced by BMF Media, was held on May 11 at Spring Studios.
Guests were able to play with a group of dogs within the Dodo’s area.
ESPN introduced its latest version of SportsCenter called SC6 with Jemele Hill and Michael Smith with a makeshift bar setup on stage during its Upfront presentation at the Minskoff Theatre on May 16.
Drake headlined Adult Swim’s late-night concert, which was held at Terminal 5 on May 17.
On the other coast, more than 1,000 guests attended the DMD International Upfront, which were held at Walt Disney Studios in Burbank, California, in the Huey & Dewey parking lots on May 21. Similar to the New York presentations, the event, which was produced and designed by Russell Harris Event Group, offered guests a preview of new shows and upcoming movies from Freeform, Lucasfilm, Marvel, Pixar, and ABC Studios. This year’s theme was the “DMD International Experience.”
