Brian Steinberg Senior TV EditorAfter buying WarnerMedia from AT&T, the company now known as Warner Bros. Discovery has a new acquisition target: primetime ad dollars that have been going to ABC, CBS, NBC and Fox.The new entertainment giant has been talking to big media-buying agencies about an enhanced package of commercial inventory in top programs that encompass not only lifestyle shows from Discovery outlets like Food Network and TLC, but also sports properties from Turner Sports; movies that might turn up on TNT and TBS; and tentpole events at CNN.Traditional hits in broadcast primetime “are hard to find” in the streaming era, says Jon Steinlauf, chief U.S.
advertising officer for Warner Bros. Discovery, in an interview. Meanwhile, his company can “curate” programs from across its cable networks that will give advertisers audiences similar to what they might get from broadcast rivals. “When you put together all of the discrete fan bases together, you’ve got as much reach as any company can get,” he says.
The strategy shows the newly merged company growing aggressive as the industry’s annual “upfront” advertising market looms. In the past, Discovery hasn’t vied as directly with bigger media companies, holding an upfront presentation earlier in the year, far from the glitzy entreaties of Disney, Comcast and Paramount Global.
In 2022, Discovery Warner Bros. will hold a presentation on Wednesday, May 18 in a time slot previously occupied by WarnerMedia.
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