VIACOMCBS STARTED ITS 2-DAY DIGITAL UPFRONT EVENT

ViacomCBS’s annual upfront pitch to marketers took place digitally this year as a result of the Covid-19 pandemic, which has been a cause for closures in television production, live sports, and the advertising industry. The company hosted a presentation for marketers yesterday, 18th May, which focused primarily on Viacom’s side, and another session today, which reviewed CBS brands. In an attempt to keep working,  members from both, the creative and the advertising side of the company merged last December, stating it is “simply stronger together” when working with advertisers. 

The meetings are a replacement for the usual April company agency dinners and annual presentation at Carnegie Hall. Monday’s presentation lasted 33 minutes, leading the event with an “efficient and entertaining” pitch for clients. There were dozens of appearances from Viacom brands, which include BET, Comedy Central, and MTV, with several CBS stars featured as well. All parties called in via zoom video conferences as opposed to a live audience of marketers.

The primary audiences that ViacomCBS attracts with its properties are kids and young adults, but it consisted more of a highlight reel of talent, brands, and the audience that the television network has in its portfolio. The presentation had a few executive appearances, including Ross during an interview with correspondent Bill Whiteaker and BET Networks President, Scott Mills. “For some time now, 60 Minutes has been looking into advanced advertising,” said Whiteaker,  as introduced the segment as if it were a typical 60 Minutes report. “What we have uncovered is a strange cult with a language of their own: followers who revere advanced advertising speak in sentences littered with cliches like targeted, optimize, and powerful.”

According to a recent survey, advertisers plan to spend about one-third less during this year’s upfront, making the pitch crucial to capture ad budgets that have been halted or suspended. ViacomCBS’ first-quarter ad revenue in its television entertainment segment decreased 30% year-over-year, a loss of USD 586 million. Ross believes the scatter market will pick up speed later in the year as marketers chart their paths forward. Ross’ ad sales team will be in conversation with clients and agency partners in the upcoming weeks to offer a deeper dive into the company’s capabilities, reach, scale, and advanced advertising offerings.

Most of the conference’s “airtime” was dedicated to the talent, which marketers can now watch on-demand throughout the week during a time of their convenience. Young Sheldon’s Iain Armitage and Nickelodeon’s JoJo Siwa appeared via video call to cover Viacom’s connected TV bonafide and appeal among young viewers pitch. CBS’ The Late Show’s host, Stephen Colbert, appeared twice during the presentation, in animated form at the beginning to interview Chase from Nickelodeon’s “Paw Patrol” and in-person towards the end to discuss ViacomCBS’ “simply stronger together” messages and express jokes. Other appearances included LL Cool J and Chris O’Donnell, MTV reality stars Brody Jenner and Nicole “Snooki” Polizzi and comedian and actor Keegan-Michael Key, who is hosting the upcoming CBS game show,  “Game On!.”

MTV’s Nick Cannon and Justina Valentine talked about Viacom’s offerings of live events, such as Nick’s Kids Choice Awards. CBS Sports sportscaster, Jim Nantz, and former Dallas Cowboys quarterback Tony Romo mentioned highlights about the upcoming NFL season and Super Bowl LV, which is scheduled to air next February on CBS. "There is one thing that brings us together every time: that little box in the corner of your living room,”  Late Night Show Host, Corden said. “That box, that television, is the thing that can give us the collective experience we have so sorely been missing.”