Which got me thinking about the possible options we as advertisers should be prepared for and how we might think about buying television in the near term.

Let’s talk options – I see basically 2.

1. Quick Resolution – if the strike gets resolved by the end of January. That gives producers 3 months to get new final scripts written, approved and shot before the traditional May upfront.

n As we say back in Kansas “that dog don’t hunt.” At best, they might have a few new shows to sell, but I would guess most of the inventory would be current shows, with a few wiz bangs added.

n Perhaps, some of last years shows that were dumped might get picked up again?

n Or, there are more extensions of reality shows than should be allowed by law…

n Personally, I’m thinking “American Gladiators” staring Hulk Hogan will be the HUGE hit of the upfronts – with product placement consisting of items being used as weapons by the contestants!

2. Delayed Resolution – if the strike gets resolved in say the March/April/May timeframe. Production challenges would make it tough to hold the usual upfronts in May.

n So you might have the upfronts moved to say mid/late summer with new shows hitting the air in late September/early October.

n Or, the upfronts could be out-right cancelled and the entire inventory is sold as scatter (I don’t see that happening, as the networks would rather ensure the cash flow).

n Another possibility might be to have a limited upfront with shows that can make the cut off and then sell the remaining inventory as it becomes available.

This is going to be a challenging year for any media director or media agency to appropriately maneuver the waters of this years upfront. I think the keys will be staying flexible, having multiple backup plans, picking shows carefully, moving GRP’s to other media vehicles, and not getting caught in panic situation to buy inventory.

Scott

Television upfronts options HP Hewlett Packard media advertising marketing Scott Berg media agency