Streaming Giants Find an Unlikely Ally to Gain Subscribers: Traditional TV

Disney, Apple and WarnerMedia pour ad dollars into traditional TV to showcase upcoming digital offerings

How’s this for a plot twist: Traditional television networks got a boost in advertising commitments for the upcoming season from an unlikely client — streaming services.

In conversations with network sales executives and media buyers, the influx of streaming services that are looking for ways to market themselves to prospective subscribers was cited as a reason for the better-than-expected performance this year.

“The irony is not lost on us,” Mark Marshall, co-president of NBCUniversal advertising sales and partnerships, told TheWrap. “The thing that television provides is that immediate reach.”

All five major media companies with broadcast networks secured both more advertising commitments and higher ad prices during this year’s Upfront period, when media companies sell the bulk of their commercial inventory. While inflation always plays a factor in rising ad costs, it was the higher-than-typical increases – across the board, broadcast TV in particular increased prices by double-digits in primetime – that gives legacy media a reason to…

Oops! This is for WrapPRO members only, please sign up or login to view.
Oops! This is a Members Only post! Become a member to access!

Join WrapPRO for Exclusive Content, Full Video Access, Premium Events, and More!

For Only $1/Day Members Access:

In-Depth Coverage
  • 5 exclusive members-only stories a week
  • Digital Video industry analysis and deep-dive features
  • Daily WrapPRO newsletter covering the latest digital video industry news
Exclusive Video
  • Access to full length Members-Only Video archive
  • Video of notable sessions from TheWrap Events (TheGrill, Power Women Summit)
Vip Access
  • VIP seating for TheWrap's Screening Series with stars and filmmakers
  • Access to 'chill spots' at select industry events Sundance, TIFF, Newfronts and more
  • Access to exclusive invite-only events
  • DataBank showcasing key stats and streaming video trends in the OTT market
  • In-depth entertainment industry research and whitepapers
Tim Baysinger

TV Reporter • • Twitter: @tim_bays