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How do you combat TV fragmentation? Bringing out Alicia Keys at 10 a.m. might do it.
Throughout upfront week presentations last week, TV publishers pulled out all of the stops, creating experiential events for marketers, including the Netflix Experience and TelevisaUnivision’s Casa Cultura; showcasing top talent at their presentations, with Keys at Amazon’s event and Billie Eilish at YouTube’s; and creating lavish after-parties where stars walked amongst us civilians, including Danny DeVito taking more selfies at Disney’s upfront than Mickey Mouse would at Magic Kingdom.
ADWEEK was on the ground throughout the week, and here are the top moments from the 2024 upfronts.
NBCU comes out ‘Stronger‘ with Kelly Clarkson
NBCUniversal had a Wicked upfront start, rolling out the exclusive Wicked trailer for marketers at Radio City Music Hall in New York days before it went online. However, the best moment of the company’s upfront kickoff came when The Kelly Clarkson Show host, aka Kelly Clarkson herself, wrapped things up with a performance of “Stronger.” As ADWEEKers went through the week, operating on very little sleep and often fueled by jellybeans, Clarkson’s words rang true in our heads: What doesn’t kill you makes you stronger. If she had sung “Walk Away,” there’s no telling what we would’ve done. Next time, Kelly! — Bill Bradley
Fox’s bunch of Brady moments
Fox ad boss Jeff Collins told ADWEEK, “Sports’ share of overall viewership has increased, so it’s more important than ever before to consumers and, therefore, to advertisers.” Among upfront announcements for Fox-broadcast sporting events, including Super Bowl 59 and the 2026 FIFA World Cup in North America, Fox introduced its $375 million addition to NFL on Fox: Tom Brady. When asked for his thoughts about Fox opening its season with a matchup featuring the Dallas Cowboys, Brady responded in postseason form: “I know the Cowboys, how important they are to this network. They’ve got great storylines,” Brady said. “Come on, Dak Prescott? Let’s see if he can finally come through.” — Jason Notte