VIACOMCBS PLANS TWO-DAY VIRTUAL UPFRONT IN MID-MAY

Similar to other media companies, ViacomCBS will launch a virtual upfront, a two-day affair, starting 18th of May. According to a note to clients, the upfront will consist of a series of short virtual presentations. The details were revealed in a letter to advertisers and media-buying executives sent by Jo Ann Ross, President and Chief Advertising Revenue Officer at ViacomCBS.

On Monday, 18 May, the presentation will show combined assets of Viacom cable TV-based platforms, entertainment/youth, and kids/family brands as well as BET, Pluto TV, and related digital offerings. The next day, 19 May, ViacomCBS will offer CBS Television Network programming, as well as original programming for its streaming platform, CBS All Access. It will also preview CBS Sports content, which will include the upcoming Super Bowl LV in February 2021. 

Viacom had normally held its live upfront presentations for many of its cable networks in mid-April at various locations. Traditionally, CBS Television Network had presented a live presentation of its upcoming fall programming at Carnegie Hall. “I planned to be, and frankly, I’d rather be writing to you this time of year to invite you to one of our intimate upfront dinners or our annual celebration at Carnegie Hall,”  said Ross, referring to CBS annual tradition of unveiling its new programming at that location each May. “Clearly, the current climate is different, but as they say at Carnegie, the show must go on.”

Recently, NBCUniversal said it would offer up an upfront-like event on 11 May, one called "One Industry Update" where attendees would hear how the company is helping marketers. The company typically holds its annual upfront presentation at Radio City Music Hall. CBS and Viacom merged to create ViacomCBS in December, which now encompasses the CBS broadcast network as well as cable outlets like Comedy Central, Nickelodeon, and MTV.