Upfront With FOX News Media Ad Sales EVP Jeff Collins

Jeff Collins, Executive Vice President, Advertising Sales at FOX News Media, explains how the strategy of the FOX News sales team pivoted after the pandemic hit – and why Upfront week, despite its flaws, remains relevant.

What is your  forecast for the TV ad business this Upfront season?

The largest ad categories in news are still relatively healthy and we have seen an influx of new business due to the increased relevance of news so we are optimistic about demand. We will see some dollars held back from the broadcast upfront timeline but we believe much of that will still find its way to TV in scatter or calendar year deals. 

What trends are you seeing?

We are seeing an influx of new advertisers targeting younger audiences such as QSR, Streaming and Tech.  Financial advertisers have also been active and seeking out the upscale and professional work from home audience during the daytime hours.  We are also seeing an influx of sports advertisers into our prime opinion hours looking for high reach and engaged audiences.

How did Fox News’ sales strategy pivot after the pandemic hit?

Clients certainly didn’t need to be reminded of the relevance of news right now; they experience it every day.  Our team shifted from overtly selling the value of our brands and audience to becoming much more of a service to our clients.   So while we cancelled our flashy upfront event, we did host a Virtual Town Hall for clients providing them with the latest health, financial and political information direct from our experts; knowledge which can help them accomplish their goals.

What strategies are working best?

We have become much more prescriptive for individual clients based on their unique needs and evolving creative messaging.  We have such a diverse array of content, from high-reach hard news events like Virtual Town Halls to uplifting stories in our America Together series; what’s been working is finding the desired content mix which aligns with our client’s goals. 

What do you think the “new normal” will be for Upfronts in the future?

While I believe you may see some changes to individual clients timing and deal points, I think the process is still relevant. We have heard from clients that, despite its flaws, upfront week is still an efficient way for them to learn about important marketing opportunities in the year ahead.

Related Stories

10/19/20: Cynopsis Media Tech Update

nfl tech

  A CYNOPSIS MESSAGE FROM PREMION PREMIONLEADING THE EVOLUTION IN LOCAL OTT & CTV ADVERTISING 125+ Leading TV & Media Brands, No Open ExchangesAudience Targeting Across All DMAs and GeographiesClosed-Loop Website & Location Attribution LEARN MORE AT PREMION.COM Monday October 19, 2020 The Department of Justice filed papers on Friday with the […]

10/19/20: Peter Roth stepping down at Warne Bros. TV Group

Peter Roth stepping down at Warner Bros. TV

  Monday October 19, 2020 Today’s PremieresAcorn TV: Darkness: Those Who KillCheddar: Cheddar Capital at 12pDIY: Restoring Galveston at 9pID: Killer Carnies at 10pNBC: The Voice at 8pNetflix: Unsolved MysteriesPBS: Independent Lens at 10pQuibi: Murder Unboxed Today’s FinalesHBO: The Third Day at 9pHGTV: Love It or List It: Hilary and David Tell All at 8p […]

10/19/20: FOX Sports Mark Silverman breaks down the network’s plans for the return of the Big Ten and Pac-12 to football

FOX Sports' Big plans

  Monday October 19, 2020 With Big Ten football returning this weekend and the Pac-12 on the near horizon, FOX Sports is going big with its staple pregame show Big Noon Kickoff originating from Ohio Stadium for the Big Ten opening weekend matchup between Ohio State and Nebraska on Saturday at noon. Cynopsis Sports caught […]

10/18/20: Cynopsis Jobs

clads2

  VP, SCRIPTED SALES & CO-PRODUCTIONSBBC STUDIOSLA, CA Resp for managing sales/co-prod activity in the fiction genres, with clients across both TV/digital. Need to deliver against a stretching bus plan and budget, maximizing the BBC Studios Catalogue through licensing and co-producing programme rights in the US for TV/VOD. 5yrs exp in programme dist, with an […]

10/16/20: Spectrum cancels L.A.’s Finest

Spectrum cancels L.A.'s Finest

  Friday October 16, 2020 Today’s PremieresABC: Shark Tank at 8pDisney+: Meet the ChimpsEpix: Unprotected Sets at 12aHGTV: Bizarre Builds at 8p and 8:30pHulu: HelstromNetflix: Dream Home Makeover, Grand Army, La Revolution, The Last Kids on Earth Today’s FinaleDIY: Lakefront Bargain Hunt Renovation at 9p Saturday’s PremieresAwesomeness: Mystery Twin BinNat Geo WILD: Photo Ark at […]

CynCity

Cynsiders

Instagram