Media buyers will have a little more breathing room this year on their schedules during the final week of upfront season. NBCUniversal has confirmed plans to consolidate its three major events into a single presentation at Radio City Music Hall on May 16.
The new event will cover NBC, NBCUniversal Cable Entertainment outlets and the Spanish-language Telemundo network. NBC has traditionally kicked off the broadcast upfront week with its late morning Monday presentation.
In another break from tradition, the focus will be less network-centric and more audience-centric, highlighting the discrete demographics that the various NBCU outlets reach. It’s a clear reaction to the massive shifts in consumer viewing habits in the on-demand era.
The presentation will be largely led by NBCUniversal ad sales chief Linda Yaccarino, with an introduction from NBCU CEO Steve Burke. Burke in the past has not been on stage at NBCU upfront events. The presentation is expected to run between 90 minutes and two hours.
Telemundo in recent years has held an evening event on Tuesday night of the broadcast upfront week while USA Network, Syfy, Bravo, E! and other NBCU Cable outlets have capped the annual marathon with a Thursday afternoon gathering.
News of NBCU’s consolidation was first reported by the Hollywood Reporter.