“We’re trying to focus on the idea of what our content is. There are different players who are in the mix this year who have taken over different parts of the week. And I think there’s a difference between content and a difference between distribution,” Marshall said. “And we’re very proud of the content that we have, and we love being able to show that off.”
What to expect
Marshall said the company was ready to tout its dramas, “a couple new comedies” and big tentpole items, including the Big 10 on Saturday nights and the country version of the People’s Choice Awards.
Additionally, last year’s presentation, the first in-person upfront week event since 2019, was a star-studded spectacle full of musical numbers and Bravolebrities to celebrate BravoCon. And with BravoCon heading to Las Vegas in 2023, Marshall said attendees can expect the event to be another topic of conversation.
Sports-wise, the 2024 Olympics in Paris will be a priority, along with the company having Spanish-language coverage for every game from the Women’s World Cup on Telemundo and Peacock.
“With all the focus on women’s sports and the importance of continuing to provide some equity in terms of coverage and exposure, we’re very proud to be able to partner with FIFA for the Women’s World Cup,” Marshall said.
The exec also noted the importance of DEI, which he said “absolutely is a priority” despite the soft ad market.
“The nice part of it is you’ve seen marketers who have really walked the walk and have really leaned into DEI and partnered with us in new ways,” Marshall said, adding that some advertisers who have never invested in women’s sports are getting involved in the World Cup.
“Is there more to do? Absolutely. But we’ve spent a lot of time working with marketers over the past year to figure out ways to reach different audiences in new ways.”
Optimism through uncertainty
And speaking of the ad market, the ad sales president was optimistic.
“If we were talking probably three months ago, it would have been a different tone. I think there’s a bit of optimism,” he said, adding, “Many of the clients, as well as agencies, are feeling a little bit better just because the more the macroeconomic conditions have improved.”
But even with the economy expected to rebound in the second half of the year, there’s still the problem with declining linear ratings and increasing fragmentation among viewers.
“If you were looking at television ratings the same way as you were in 1980, I think you would be concerned, but we’re very excited about the idea of—if you look at NBC and Peacock together, in one month that’s 159 million people that you can reach, and there’s only 10% duplication of that number,” Marshall said.
“So what streaming has done is it’s brought in this whole new audience. And at the same time, you still have three of four U.S. consumers watching linear television every single week, and over 50% of all the content that is being streamed actually originated on linear television.”
