NBCUniversal Wraps Protracted Upfront Ad Sales Process, Matching 2022’s Record Level; Sports, Peacock And Tentpole Events Help Offset Linear Viewing Decline

deadline.com:

NBCUniversal has wrapped up one of the most unusual upfront ad seasons in history, managing to secure cash commitments roughly in line with last year’s record haul.

The upfront has been a complex undertaking for all major media players, dragging on through June and most of July. The WGA strike, which began May 1 and is continuing, threw a wrench into network presentations to ad buyers and also upended scheduling plans and production.

The SAG-AFTRA walkout this month has exacerbated the labor woes, creating a cloud of uncertainty over the annual September launch of fall programming. (NBC on Wednesday announced a fall schedule featuring a notable number of scripted shows, unlike rivals relying heavily on unscripted fare in the strike-altered operating environment.) NBCU’s annual upfront extravaganza at Radio City Music Hall also had extra levels of intrigue this year after longtime sales chief Linda Yaccarino decamped on the eve of the presentation as she prepared to jump to Twitter as CEO.

Across the board in the upfront, sports, streaming service Peacock, Telemundo, special events and various technology-driven innovations helped offset ongoing linear viewing declines and the impact of cord-cutting.