At the Upfronts, Sports Sideline Scripted TV as Studios Lean In to Live Events

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Back in the golden age of television upfronts, the major broadcasters would eagerly anticipate a grand unveiling: Their programming lineup announcement.

The upcoming fall lineup will be unveiled, allowing media buyers to catch a sneak peek at which program might secure the coveted spot before popular shows like “Friends” or “CSI”.

Or:

The schedule for the fall season will be disclosed, enabling media purchasers to preview which program might earn the sought-after slot preceding hit series such as “Friends” or “CSI”.

2025 rolls around, and the anticipation for new releases is palpable, not like the traditional Fall TV season we’re used to. Instead, it feels more like preparing for an epic NFL game – each release is a play, each day brings fresh strategies, and every gamer waits eagerly for the next big announcement.

During this year’s upfronts, which included NBCUniversal, Fox, Disney, YouTube, and Netflix, sports, particularly the NFL, served as the sole common thread. Each company showcased an upcoming sporting event that advertisers would be eager to sponsor in their presentations. Notably, both Netflix and YouTube had NFL commissioner Roger Goodell announce these events, with Netflix even having him don a Santa Claus-like coat for the occasion.

At its showcase, NBCUniversal highlighted the comeback of the NBA on NBC, featuring a live symphonic rendition of “Roundball Rock” by John Tesh, and leaving spectators in awe when they announced that Michael Jordan would be joining the broadcast squad. Jimmy Fallon, host of The Tonight Show, humorously added to the excitement: “Good morning! I’m delighted to be at the NBA event, I mean, the NBC event.

Later that day, Fox showcased Tom Brady, Derek Jeter, Michael Strahan, Josef Newgarden, and David Ortiz on stage as part of a major sports promotion. Since the sale of its entertainment assets to Disney, Fox has focused its operations primarily on sports and news, while selectively investing in some entertainment programming.

At the start of its presentation, The Walt Disney Company showcased star athletes like Patrick Mahomes and Saquon Barkley, alongside CEO Bob Iger on stage. This event also included a significant presence of the Manning brothers, Jason Kelce, New York Knicks legends, and various other sports figures and ESPN personalities.

Jimmy Kimmel, during his annual upfront roast, jokingly commented, “Look at the New York Knicks! Seems like there are more players here than were at the game last night.” He added humorously, “There’s just so much sports going on. We used to be all about being ‘gay’, but now it’s all sports!

Netflix recently made its exit from the live sports sector after just a few years, marking the conclusion of its 2025 upfront event by teaming up with NFL Commissioner Roger Goodell, Dallas Cowboys owner Jerry Jones, and even featuring a live showcase by the Dallas Cowboys Cheerleaders.

Netflix’s head of content, Bela Bajaria, expressed that live sports have a unique ability to captivate audiences, draw them in, spark conversations (even arguments), and there’s no bond quite as strong as the one formed during NFL games,” she shared with the audience.

At YouTube, sports content creator iShowSpeed unveiled a fresh series during a live event, meanwhile, Goodell disclosed that the Los Angeles Chargers will square off against the Kansas City Chiefs in YouTube’s inaugural exclusive game, set to take place in Brazil towards the end of this year.

Despite no longer holding the live NBA rights, Warner Bros. Discovery emphasized sports during their event, spotlighting the upcoming French Open along with their lineup of NHL and college sports.

Though the composition of our rights may have shifted, the fundamental spirit of sports continues to define us,” said Luis Silberwasser from TNT Sports to the audience.

As a hardcore gamer, I can’t help but feel the excitement building up as we approach the NFL season. The release of the schedule and Goodell’s appearances are like the opening credits of a blockbuster movie for football fans. The league is all about expanding its audience and making football a global phenomenon, and this year, they’ve got some exciting streaming events lined up. From Amazon’s Black Friday and Christmas Day primetime games to Netflix’s Christmas Day games, and even YouTube hosting its first ever exclusive game – it promises to be an action-packed season!

Regarding expanding to popular streaming platforms with substantial NFL viewerships, such as Netflix, Amazon, or YouTube, Hans Schroeder (NFL Media’s executive VP and COO) notes that these platforms already have a vast reach. He suggests that bringing the NFL onto these platforms could be mutually beneficial. Furthermore, he expresses hope that by Christmas 2025, it might result in the biggest streaming day ever, featuring three NFL games and high-profile matchups throughout the day.

There are compelling reasons for focusing on sports, as numerous leading advertising professionals from both the purchasing and selling perspectives agree. It’s not merely because the NFL is capable of boasting about “the largest single-day streaming event.” Instead, it encompasses a broader set of factors that make sports an attractive choice.

In sought-after areas such as sports and major events, where demand is exceptionally high due to limited availability, the cost will either stay steady or rise even further, according to a leading media buyer, emphasizing the scarcity of these opportunities and the large viewership they attract before the upfronts.

the data shows it, and it’s all about the content.

According to John Halley, Paramount’s head of ad sales, there’s a strong emphasis on sports and major events, as these offer cultural moments. Advertisers are becoming more discerning with their spending, insisting on tangible results. Our task is to deliver this measurable impact.

Disney is starting to promote the year 2027, which they’ll host the Super Bowl, College Football Playoffs, and events such as the Oscars and Grammys within a three-month span. Meanwhile, NBCUniversal is marketing the year 2026, during which they’ll be in charge of the Super Bowl, Winter Olympics, and NBA playoffs.

Entertainment these days is more often than not an on-the-spot play, designed for automated purchasing and flexible market deals. It’s been reported that media firms are attempting to link entertainment purchases with sports, focusing heavily on streaming pledges; however, the outcome of this strategy remains uncertain.

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Nowadays, entertainment is becoming more about instant gratification, catering to programmatic buying and flexible market negotiations. Reports suggest that media companies are aiming to bundle entertainment purchases with sports offerings, placing a strong emphasis on streaming agreements, but it’s yet to be seen how effective this approach will be.

Moreover, it’s worth noting a significant shift in television programming. Broadcast networks, such as NBC and Disney, are increasingly swapping out scheduled entertainment hours for live sports broadcasts. Specifically, NBC has replaced over 150 hours of entertainment programming with NBA games, while ABC is airing even more NBA and WNBA games under Disney’s management.

Additionally, Disney is expanding their lineup of NFL games this year. In comparison to last season’s release which featured five Monday night games on ABC, this year will showcase a doubling of that number, totaling ten games. Furthermore, the NFL is granting ESPN more Monday evenings with two games scheduled simultaneously, and also doubleheaders.

According to Schroeder, the media landscape has undergone significant transformation, and ESPN has experienced numerous changes across their collection of assets. They presented a plan for further expansion, specifically in regards to simulcasts. We believe this approach is an effective method for attracting a larger audience and fostering greater engagement among our fanbase.

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2025-05-15 22:25