NBC Case Study: Upfront Presentation for Fall 2015 (CMGT 574)

Reema Dutt Jia Heng Stephanie Lin Jose Sorto

NETWORK OVERVIEW

Over 5000 hours of TV Agreements with NFL Over 200 affiliates #1 in key demographic

2.9 rating average + 21% from last season

#2 in total viewership !Going forward

Branded weeks Engaging content with key talent Embracing new digital strategies

WHAT’S TO COME

PROGRAMMING

RENEWED FALL

RENEWED SUMMER

CANCELED

PICKED-UP FALL

PICKED-UP SUMMER

SUMMER

SCHEDULING

Fall8:00:00 8:30:00 9:00:00 9:30:00 10:00:00 10:30:00 11:00:00 11:30:00 12:00:00

Mon The Voice Aquarius Local Programming

The Tonight Show with Jimmy Fallon

Tues The Biggest Loser The Voice The Blacklist Local Programming


Wed Chicago P.D. Law & Order: SVU Chicago Fire Local Programming


Thur Tooken Mr. Robinson

Parks & Recreation

Community Parenthood Local Programming


Fri Dateline NBC Grimm Constantine Local Programming


Sat Dateline NBC Last Comic Standing (Encore)

Local Programming

Saturday night live (Encore)

Sun Football Night in America NBC Sunday Night Football

Mid-Season8:00:00 8:30:00 9:00:00 9:30:00 10:00:00 10:30:00 11:00:00 11:30:00 12:00:00

Mon The Voice Aquarius Local Programming


Tues The Voice Feed Me Mission Control

The Blacklist Local Programming


Wed Chicago P.D. Law & Order: SVU Chicago Fire Local Programming


Thur Tooken Mr. Robinson

Parks & Recreation

About a Boy Parenthood Local Programming


Fri Dateline NBC Grimm Hannibal Local Programming


Sat Dateline NBC Saturday Night Live (Encore)

Local Programming

Saturday night live (Encore)

Sun The Slap Emerald City Celebrity Apprentice

Local Programming

Dateline NBC (Encore)

CHANGESSupport new shows and curb the loss of cancelled shows Balance genre mix Age

8 newbies 3 sophomores Several seasoned

COMPETITIONCBS main rival

Thursday nights The Voice, The Blacklist, and Grimm are doing exceptionally well on their given nights NBC leading in the key demographic of 18-49 Slight lag behind CBS in terms of total viewership Engaging content, reputable talent and fresh concepts Marketing and digital strategies

MARKETING

SUMMER PUSHAnnounce the new fall series 8 new shows

First 4 shows of the season will be promoted Second 4 shows will be promoted during the fall season

Network Advertisements Print Out-of-Home Digital

Talent Monday

Reality Tuesday

Action Wednesday

Comedy Thursday

Sci-Fi Friday

Rerun Saturday

Sports Sunday / Drama Sunday

REBRANDING THE WEEK

CELEBRITY APPEAL

David Duchovny

Mary-Louise ParkerTina Fey Amy Poehler Krysten Ritter

Craig RobinsonEllie Kemper

EVENTSGolden Globes

Peter Pan

The Super Bowl

Push in-season shows Launch new mid-season series

Wonder Con Comic Con

Grimm

Constantine

Emerald City

BUSINESS/SALES

AFFILIATESComcast- Parent Company NBC Universal

Sports Group News Group Cable Networks Studio

NBC Affiliates Local Television Stations Domestic Television Distribution

OWNERSHIP OF CONTENT

Owned Third Party Co-ProducedAmerican Dream Builders Believe Community

Chicago Fire The Blacklist Hollywood Game NightChicago P.D. Crisis

Dateline HannibalGrimm Revolution

Growing Up Fisher The VoiceLaw & Order: SVU

ParenthoodParks & Recreation

About a Boy

REVENUE

Shows Ad RevenueThe Voice $264,575

The Voice (Results Show $229,176The Blacklist $198,667Chicago Fire $110,385Parenthood $87,834

Grimm $82,185Parks & Recreation $82,000

Revolution $80,000Law & Order: SVU $63,970

Dateline $37,165

PROFITABLE SHOWS

CHALLENGING SHOWS

DIGITAL

Multiple Access Points for viewers to interact with NBC and your brand.

Returning Shows on Social Media

TOTA

L FO

LLO

WER

S

2,800,000

5,600,000

8,400,000

11,200,000

14,000,000

The

Voic

e

Law

& O

rder

: SVU

The

Bigg

est L

oser

Park

s an

d Re

crea

tion

Com

mun

ity

Grim

m

Dat

elin

e

Pare

ntho

od

Chi

cago

Fire

Han

niba

l

Cel

ebrit

y Ap

pren

tice

The

Blac

klis

t

Chi

cago

PD

Hol

lyw

ood

Gam

e N

ight

Abou

t a B

oy

TwitterFacebook

UTILIZING SOCIAL MEDIA

Launch all social media platforms for each show before premier dates

Build anticipation and create awareness through engaging content

LEVERAGING TALENT’S ONLINE PRESENCE

4.9M FOLLOWERS

50.1K FOLLOWERS

Celebrity guess editors on our account

#EmeraldCity

Inviting online influencers to curate their

own

Emerald City: Oz-themed viewing party

TARGETED CAMPAIGNS

FAN ART CAMPAIGNConstantine Fan Art Gallery

BIGGER, LOUDER, MORE EVENT-LIKE

The Voice: #VoiceTailgate party

Peter Pan Live!

Building anticipation

SNF & SUPER BOWLLIVE STREAM AND MULTIPLATFORM COVERAGE

ORIGINAL ONLINE PROGRAMMING

Saturday Night Line Heroes Reborn: Digital Series Tesla and Twain Last Single Girl !…and more! !

These series and their advertising partners will be

promoted across NBC's cable and broadcast networks

DIGITAL TELEVISION

Make NBC content easily accessible to our audience

Multiple distribution channel advertising deals: You can now place an ad on the broadcasted TV packaged

with ad space in a SVOD episode

2014-2015 UPFRONTProgramming/Scheduling

Incredible new line up Marketing

Engaging efforts that will bring in viewers

Digital Strategy Creative use of platforms to augment the audience’s experience

Business/Sales Hit shows that will expose viewers to advertisements

WELCOME TO SWEDEN

NBC Case Study: Upfront Presentation for Fall 2015 (CMGT 574)

Business

Transcript of NBC Case Study: Upfront Presentation for Fall 2015 (CMGT 574)