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NBCUniversal doesn’t want any surprises heading into this year’s upfront week.
Last year’s NBCU upfront event from Radio City Music Hall had to overcome several unexpected hurdles. In addition to Hollywood strikes keeping entertainment talent on the sidelines, NBCU’s former ad sales chief Linda Yaccarino exited the company for Twitter/X days before its upfront presentation. The major shakeup led to last-second changes for the event, including current ad sales chief Mark Marshall’s part shifting around to close things out.
This time around, it will be a different story—hopefully.
“We’re looking for no surprises,” Marshall told ADWEEK. “We’re looking forward to actors and writers all being there. I think we will have a more traditional upfront.”
The company will have plenty to tout during its more traditional event, including the Paris Olympics; an exclusive NFL streaming game; SNL’s 50th anniversary; and its cross-portfolio, audience-based advertising through One Platform Total Audience.
Marshall recently spoke with ADWEEK about what marketers can expect, how early talks have already begun for NBC’s 2026 Super Bowl, and why BravoCon—the company’s premiere fandom convention—is sitting out 2024.
ADWEEK: Last year, we had Hollywood strikes and Linda Yaccarino’s unexpected exit. I’m assuming we’ll see Jimmy Fallon, Seth Meyers and others this year again. Are you looking forward to a different presentation this time around?
Mark Marshall: I would say, other than my wife and daughter who were in the crowd last year, everyone will be much more excited to see celebrities as opposed to me. I will play a smaller role—thankfully—as we move forward.
Last year was a challenge, but I think it also was interesting that we still were able to put on—credit to the team—a really great show by using our news talent, using music, as well as using our reality stars. We felt great about the show that we put on, but there’s no doubt we’re excited to have some of the familiar faces back this year, have a little bit more of a traditional upfront but some new surprises as well.
SNL’s 50th is coming up. What are the tentpoles you’re excited about this year?