When it comes to soliciting advertising from a Madison Avenue roiled by the coronavirus pandemic, NBCUniversal is putting stock in the famous line from the 1989 movie “Field of Dreams”:…
is putting stock in the famous line from the 1989 movie “Field of Dreams”: If you build it, they will come.
Pricing trends are in decline. The average cost of commercials purchased as “scatter,” or closer to air, are falling, according to SQAD MediaCosts, a tracker of ad pricing. SQAD found that the average unit cost in April for primetime commercials on ABC, NBC and CBS had all fallen by double-digit percentages. Ads purchased in “scatter” remained above prices set in last year’s upfront, SQAD found, but trends “may indicate an unprecedented convergence of the upfront and scatter market pricing.
But executives were noticeably short on tangible details about what TV might look like in weeks ahead. Marketers are eager to hear about when TV productions, most shuttered by the pandemic, will start anew. And they are particularly interested in when sports leagues will be able to mount games.
The company said it intended to hold a “creative summit” in weeks to come to spur conversation about new ad formats and ways to weave commercial messages into programming.
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