Inside the NBCUniversal Upfront: A Caustic Seth MacFarlane, an Aerial Ad Chief and … John Tesh

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The invitation for NBCUniversal’s 2025 Upfront Presentation hinted at a preview of “the most remarkable two years ever experienced by any media corporation.

In simpler terms, the entertainment industry is hoping to simply survive until 2026 and we’re optimistic about it. Making grand promises comes easily when you’re the first one up, like Comcast’s expanding TV, movie, and streaming business was on Monday at Radio City Music Hall. This week, all major players in advertising-based visual media are asking for financial commitments. With a shaky economy, people’s wallets could close as quickly as an airport gate at Newark.

It’s possible that the reason NBCU started their two-hour show without a musical performance by the current mentor on ‘The Voice’, instead opting to pay tribute to a theater filled with media buyers, was because of all the uncertainties. To kick off the event, they revealed a full 55-piece orchestra playing a medley of popular advertising jingles from the past century belonging to 14 different brands.

Let the marathon of pandering begin.

Following a reminder that NBCUniversal allows advertisers free rein, just as Burger King does, Seth MacFarlane, the creator of Ted and a fan of the rat pack, took to the stage with a satirical song-and-dance routine aimed at other media companies. No one was exempt from his jabs, and Warner Bros. Discovery CEO David Zaslav received a fair share. MacFarlane playfully suggested that everyone should “check on his brother right away” after mentioning HBO’s unusual fascination with incest storylines in their dramas.

Donna Langley, head of NBCUniversal Entertainment and Studios, kicked off the presentation with an overview of her company’s diverse offerings, highlighting their “franchise-focused approach” and the seamless way they can sell ads across various platforms. She then brought attention to an unexpected case study: Saturday Night Live. Last year, Langley had hyped up Wicked, but this time she highlighted SNL’s 50th anniversary special and the numerous accompanying programs.

Langley stated that we had complete control over the weekend, generating a culturally significant experience,” he said, referring to a total of 3.9 billion minutes watched across SNL programming. Furthermore, he predicted that almost 40% of all U.S. viewing events between now and 2026 will take place on NBC (and Peacock).

NBCU’s presentation, which they made quite extensively, emphasized special events (these are those uncommon chances to catch live action) more than trailers. They highlighted The World Cup, BravoCon, the upcoming promotions surrounding the sequel to Wicked titled Wicked For Good, and the return of the NBA.

Discussing the NBA’s return to NBC after an absence of 19 years, what could be more fitting than a mysterious, pre-recorded declaration from Michael Jordan about his role as a “special advisor” and a live rendition of John Tesh’s iconic sports anthem “Roundball Rock”? As numerous stars prepare to shine in the upcoming days and possibly sing on stage, credit goes to the former host of Entertainment Tonight for stirring up excitement with his Yamaha grand piano performance.

In the realm of pre-recorded programming, it used to hold a significant spot, but not as much as before, especially when it comes to the grand unveilings. The upcoming originals on Peacock, like Elizabeth Banks’ show “The Miniature Wife” and Keke Palmer’s reboot of “The Burbs,” were the highlights during that event. NBC’s new series, “The Fall and Rise of Reggie Dinkins,” also made an appearance, with executive producer Tina Fey introducing it, and stars Tracy Morgan and Daniel Radcliffe gracing the stage. However, the overabundance of screen time seemed to put quite a few bets on one scripted basket, which was the only noticeable issue. And just a heads up, putting multiple eggs in one basket these days can get quite costly!

People might have anticipated that The Paper, Greg Daniels’ spiritual successor to The Office, would become the most popular sitcom around. However, its preview was quite short, and the on-screen presence of stars Domhnall Gleeson, Sabrina Impacciatore, and original series actor Oscar Nuñez didn’t necessarily convey a strong sense of camaraderie. The response was generally positive, but remember, this same audience had been informed last year that Suits LA was going to be a hit.

Unexpected charisma emerged from Mark Marshall during the upfront week, typically a dull period for in-house ad exec’s antics. However, Marshall’s pre-recorded skit, where he inserted himself into various NBCU properties and finally descended onto the stage in an Ariana Grande’s ‘Wicked’ bubble replica, was genuinely delightful. “Just remember, in the coming weeks as you budget your ad spending,” Marshall said with a flair moments after removing his sequined pink jacket, “only one advertising chief dared to hang from Radio City’s rafters for your entertainment.

Following some hearty chuckles, Marshall moved to clarify any remaining doubts about who’s handling ad sales for the freshly debuted spin-off Versant. “One platform is thriving,” he stated, ensuring everyone that the same group was still managing sales across their entire portfolio – even though USA, CNBC, MSNBC, Syfy and E! were no longer directly involved.

Versant was a topic that drew attention, serving as a subject for Seth Meyers’ humor during his monologue and causing some puzzlement when John Slattery presented the trailer for his adaptation of John Grisham’s “The Rainmaker”. It’s one of several shows planned for Versant this year, he mentioned. Interestingly enough, the show will actually be airing on USA Network instead. For a long time, Versant has been synonymous with basic cable excellence, but it seems it’s no longer necessary to explicitly mention its name.

Finally, the moment had arrived – the closing of the presentation that felt like an eternity in anticipation. Jon M. Chu unveiled the trailer for “Wicked For Good,” (thunderous applause) a yearly testament to NBCU’s ownership of The Olympics. And then, there it was – Snoop Dogg, drawing the short end of the stick among The Voice cast, wrapping up the event with a medley of his most popular tunes. However, the excitement seemed to reach its zenith approximately 20 minutes prior to the grand finale. As a devoted fan, I could feel the energy building up… but it was just a little too soon to explode!

He expressed to the crowd that BravoCon was their equivalent of the Olympics or Super Bowl, emphasizing its return this fall in Las Vegas. This event brings together Bravo stars and fans, creating a spectacle of marketing, which is why media buyers were so excited about the BravoCon pitch. Dancers danced energetically to a blend of “Physical” by Dua Lipa and Olivia Newton John’s version of the same song, while Bravo personalities interacted on stage and Cohen enthusiastically pumped his fist into the air as confetti cannons showered the attentive Radio City audience with rainbow-colored paper scraps.

There was no logical explanation needed because Bravo didn’t belong with the other cable networks for a particular reason. Bravo has an allure that goes beyond specific shows, reaching audiences and eventually attracting advertisers in a unique way. While NBA rights might change, Bravo’s enduring appeal remains constant.

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2025-05-12 21:55