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ABC promotes & # 39; Roseanne & # 39; and product placement before ad buyers



This week, Manhattan's large network of ad buyers will showcase their latest products – a series of events known as Upfront Presentations. It is a long tradition that is being made more urgent from TV to Facebook and Google these days through the exodus of advertisers in recent years. Two New York Times reporters covering the media – John Koblin (television) and Sapna Maheshwarii (commercials) – rate what they saw during the ABC presentation at Lincoln Center's David Geffen Hall on Tuesday.

JOHN That was the "Roseanne" show, right?

SAPNA She was clearly the star of the show.

JOHN One year ago, Roseanne Barr and the cast of her eponymous sitcom were performed in front of the Lincoln Center Crowd, and the reaction was deathly silence. This year, Mrs. Barr opened the process to great rejoicing. Reviving her show was an odds blockbuster – and although she was not mentioned during a recent Disney earnings recap, perhaps because of her uncomfortable policies, ABC TV manager Ben Sherwood was playing her part in the network's recent win for the audience of advertisers and press representatives. "If someone makes drinking games as often as we mention Roseanne," he said from the stage, "You're welcome."

SAPNA The network has also made time for "American Idol" "

JOHN Here is a statistic of which I had never heard before:" The one of Fox, "Good Morning America And some of his shows from Freeform – Disney's cable network for millennials. Freeform boasted that the premiere of "Siren" got a million "starts". I'm pretty sure that means that one million people clicked on it and might not have finished it.

SAPNA You know "sirens" is for Millennials because it's about mermaids, not gray-haired detectives.

JOHN Tell me about it.

SAPNA And in the ad area, if I may –

JOHN Please.

SAPNA – it was fascinating that ABC propagated the entire product placement in its shows. The network highlighted Toyota Camry's recordings in "Modern Family" and Quaker Oats on "Good Morning America," and the presentation featured a video in which a brand expert said, "We had full access directly to the writers, straight to the talent and I think that's unique. "Wondering if we'll see more of it as advertisers become more ruthless as viewers skip or ignore commercials.

JOHN Here is a question: How often this happens? And should we somehow be put off by it?

SAPNA The world of product integration is pretty intransparent, but the big networks seem to be increasingly on the table for larger advertisers. "Black-ish" – the groundbreaking ABC sitcom – made headlines early this year, when Procter & Gamble was written into the plot of one of their episodes.

JOHN Another thing the ABC freeform network highlighted: the racial diversity behind the camera, complete with statistics.

JOHN As with Seth Meyers at the NBC presentation on Monday, ABC gave the stage a substantial stage-time late-night host, and he killed." After noticing that CBS plans to " Murphy Brown "to restart, Mr. Kimmel said:" It is refreshing to see something brown on CBS. "And when it comes to advertisers who love industry jargon, he said," If anyone here uses the words' retargeting ',' brand purpose 'and' 39; or & # 39; vertical & # 39; Something today, please raise your hand, get up and walk out into the traffic.

SAPNA Mr. Kimmel also set up a new ABC show, "Whiskey Cavalier," to laugh by mercilessly mocking the idea of ​​an FBI agent, played by Scott Foley, who has the name Whiskey Cavalier You know, he's not wrong, but it seemed that Mr. Foley had a hard time keeping a face while he was presenting the show minutes later.

SAPNA There also seemed to be some excitement about "single parents". by Liz Meriwether – the creator of "New Girl" – and TV writer JJ Philbin. Who is, funny fact, the daughter of Regis Philbin!

JOHN I miss Reege. And I'll tell you something about Regis, dear chat reader. Mr. Philbin was busy all week. Sapna insists on chatting with me in real life during the presentations. I am strongly against it, partly because Regis had a policy of never saying a word to his comrades Kelly Ripa or Kathie Lee Gifford. Save it for the camera – keep it fresh. Maybe we can finally apply this strategy to CBS, our last stop. Save it for the chat!


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