10 ViacomCBS Upfront - A big content play with ad bookings already open for 2022

Chris Pash
By Chris Pash | 20 October 2021
 

10 ViacomCBS revealed a content heavy upfront for 2022 plus new deals for brands as the television industry benefits from strong advertising demand from advertisers.

The network is for the first time bringing into play all its assets, including the recently-launched Paramount+, has stitched up the FA Cup and added compelling reality programs.

Rod Prosser, chief sales officer, told AdNews: “The whole TV industry has seen unprecedented demand, which is exciting.

“But it also means that we need to prepare for next year. So we've opened up earlier than we would normally because of the demand and our first half booking system is now open and we are trading and trading heavily.

"The TV market next year is looking very buoyant and I think the pandemic has really revalidated the power of television, that it really does drive best results.

“What we're seeing is a shift of advertisers coming back into TV and across all of our assets, not necessarily just linear. The feedback from marketers is that it's been driving results, driving their ad spend harder.

“We are working in December now and I know my counterparts at the other networks are seeing the same demand as well. Part of that is due to people coming out of lockdown and living their lives normally again.”

10 ViacomCBS also has two new premium and exclusive ad products for 10 Play: Dynamic eTrading Placement; and Happy Hour.

“Ten is allowing advertisers in real time to put out pricing offers across our platform,” says Prosser.

“And then do happy hours which allow one advertiser to own the hour and give our viewers the hour ad free except for that of course their messages throughout.

“Both are really exciting products, one really to drive ecommerce and and the other to drive brand.”

Chief content officer Beverley McGarvey told AdNews: “This is the first upfront we've had since all of our business units we've had for a full year now, Nickelodeon and MTV, and we've launched Paramount+.

“For that reason, probably compared to what we usually do, it's a slightly more corporate upfront. We talk about the things that are important to us, like maintaining our strength in broadcasting.

“Obviously, all of that is about the content, how we serve the content, how we curate the content.

“For us it's just about ensuring the market understands the scale of what we can offer in Australia at the moment.”

Programming includes:

  • The Bridge, described as a physical and mental ordeal with an electrifying social experiment at its core.
  • First Dates Australia, helping singles find a very special someone.
  • Couples Therapy Australia for Paramount+ with real-life couples laying bare intimacy issues with a professional therapist.
  • Hunted is another social experiment, with ordinary Australians on the run trying to avoid a crack team of expert hunters.
  • Would I Lie To You? Australia - two teams try and hoodwink each other with hilarious tall and twisted tales.

And then continuing: I’m A Celebrity ... Get Me Out Of Here!, Australian Survivor, MasterChef Australia, The Masked Singer Australia, The Project, Gogglebox and Have You Been Paying Attention?

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