TelevisaUnivision and Disney took over Day Two of upfronts week in New York Metropolis on Tuesday, and the by means of line was knowledge high quality.
Unsurprising, since efficiency was additionally a significant theme at POSSIBLE in Miami final month.
Knowledge high quality is rising as one of the essential matters in TV promoting, as a result of advertisers are merely infatuated with efficiency. Show it or lose it. Rubbish in, rubbish out – you get it.
Listed below are the highlights from our second day of jetting round to the upfronts so that you don’t need to.
TelevisaUnivision: “We get Hispanics.” That was TelevisaUnivision’s tagline for its upfront this yr.
Kicking off with stay dancers serenading media consumers as they made it to their seats in Terminal 5, the Hispanic-focused broadcaster used its presentation to showcase its promoting and knowledge choices alongside its expertise and skill to faucet into tradition.
However TelevisaUnivision spent most of its time addressing knowledge high quality and measurement, which was in distinction to different broadcasters, which centered extra on normal themes of efficiency and fandom. Its advert execs talked about how third-party measurement suppliers usually misrepresent and/or underrepresent Hispanic audiences.
This lack of knowledge high quality is a priority throughout the trade, but in addition gave TelevisaUnivision the chance to inform media consumers about its family graph, which it claims can attain 98% of US Hispanics.
Disney: This yr, the Mouse Home centered on its expertise and IP, particularly sports activities. Living proof: Disney bragged about subsequent yr’s Tremendous Bowl airing on ESPN, and NFL Commissioner Roger Goodell even made an look.
Nevertheless it wouldn’t be a Disney upfront with out a standup set by Jimmy Kimmel, who known as himself the “dangerous boy of knowledge and measurement options” and quipped that he’s “been by means of a lot bullshit this yr, it made me respect this bullshit.”
Disney’s upfront occasion was additionally probably the most experiential. Dancers pranced by means of the aisles dressed as clowns to tease the following season of “American Horror Story,” and “Jimmy Kimmel Reside!” sidekick Guillermo Rodriguez pretended to steal Affiliate Editor Victoria McNally’s laptop computer whereas fake-gathering donations from attendees with a church assortment basket.
Turning to tech and knowledge, Disney emphasised its AI-driven promoting capabilities and Disney Compass, an advert product designed to present consumers a better, extra direct option to entry knowledge from its numerous measurement and id companions. As a result of streamlined knowledge entry and improved focusing on result in – you guessed it – higher efficiency.
📺 Missed Day One of many upfronts? Don’t fear, we’ve acquired you.
