Sports and news will be a big part of Warner Bros. Discovery’s pitch to compete with the broadcast networks at its
first upfront presentation as a combined company.
Both Discovery and WarnerMedia had planned to make their separate presentations during what has traditionally been the week the broadcasters show off next season’s new programming to advertisers and media buyers. Now the new company will introduce itself at the Hulu Theater at Madison Square Garden on May 18.
“Being in broadcast week as a newly merged company fits the strategy of being part of the broadcast marketplace,”
Jon Steinlauf, chief U.S. advertising sales officer, told
Broadcasting+Cable.
Already Stieinlauf is seeing strong demand for sports and streaming. WarnerMedia and Discovery separately tested new metrics and currencies that will come into play in the upfront. And Warner Bros. Discovery will be among the media companies encouraging buyers to use broader demographics that include older consumers, a move that will increase the supply of eyeballs.
