During the company’s first-ever virtual NewFronts presentation, Condé Nast introduced The Influence Network, unveiling new content, measurable performance and incremental audiences according to Nielsen. The company also launched Prime Live, offering advertisers exclusive ownership of Condé Nast’s marquee cultural moments, and Prime Shoppable, which links audiences directly with purchasing opportunities. These products shared the virtual stage with the announcement of Condé Nast’s 2020-21 programming slate, which includes more than 150 digital videos pilots, the launch of the Condé Nast Podcast Network, a renewed branded entertainment strategy with a linear-first approach and an exclusive partnership with the National Basketball Players Association to produce content with GQ Sports.
“In a rapidly changing environment, our advertisers are looking for a trusted partner that can deliver flexibility, new incremental audiences and measurable performance,” said Pam Drucker Mann, Global Chief Revenue Officer and President, U.S. Revenue. “Our influence network answers those needs with quality content environments, brand channels with unparalleled engagement, and access to exclusive cultural touchstones that only we can own.”
According to Nielsen Media Impact data, Condé Nast has delivered 22M unique incremental individuals (P18+) who were not reached by Broadcast or Cable. In addition, Condé Nast adds 27% incremental reach against a P18-34 demographic.
The company also reiterated its commitment to providing a platform for new voices, diverse content and inclusive programming that is more representative of multicultural audiences and communities.
“Condé Nast has always led the cultural conversation,” said Reggie Williams, Senior Vice President of Programming. “Now more than ever, I believe in the power of our media to affect change, and video and audio have crucial roles to play in that transformation.”
GQ Sports, the premium destination for sports-hungry fans everywhere, is expanding its scope with an exclusive National Basketball Players Association partnership to launch a premium series for a streaming service and four digital shows with the NBA’s top talent. The programming will debut with “Training My Double”, a new series in which athletes work with lucky fans to show them what it’s like to be real players, including their roles as entrepreneurs, educators and activists. The series will be directed exclusively by Black filmmakers.
GQ Sports is also programming more than 15 shows for the 2020-21 season, showcasing fan-favorite blockbusters like “My Essentials” and “One-on-One” alongside new several new series:
In “Hotline”, GQ Sports’ first talk show, a rotating cast of star athletes like former NFL players Mark Sanchez and Chris Long team up with a-list fans to break down the week in sports and entertainment, with plenty of rapid fire debate and hottakes.
In each episode of “The Body Shop”, GQ Sports host Clay Skipper interviews an athlete about workout routines, work-life balance, recovery, ambition, and focus to capture how they achieve and maintain their success — in other words: how they get it done.
“How I See The Game” shows the game of football like never before: from under the helmets and inside the minds of exceptionally skilled players via 360-degree camera rigs and eye tracking technology.
From fans to coaches, commentators to armchair-experts, anyone who follows sports has a hot take on their favorite player. “Say It to My Face” gives spectators the once-in-a-lifetime opportunity to finally share their thoughts — right to the player’s face.
Capitalizing on its influence across platforms, Condé Nast is also doubling down on its linear efforts with new launches across Roku, Vizio, Pluto and more. This programming will include the company’s branded entertainment offerings; Condé Nast is rolling out TV quality branded entertainment directly into its linear feeds and will promote them across the company’s digital and social channels to drive tune-in. This strategy follows the success of the GQ Sports branded series “My First Million”, in which star athletes and pro rookies share where they splurged and how they saved after becoming instant millionaires. For one of its premiere sponsors, the series delivered 3.4x higher brand awareness, 3.6x higher brand favorability, and a 1.4x higher purchase intent vs. internal benchmarks.
During its presentation, Condé Nast also unveiled new ad products that elegantly leverage its multi-platform influence for advertisers everywhere. Prime Live offers industry insiders and consumers the chance to go backstage at marquee events like the Vanity Fair Oscar Red Carpet and Vogue’s Met Gala, enabling advertisers unprecedented access to the cultural moments that Condé Nast owns. As fashion shows go virtual this fall, Prime Live will take viewers behind the scenes and down the runway with the new live talk show “Good Morning Vogue”, set to launch during New York Fashion Week.
The company also unveiled Prime Shoppable, an innovative tap-to-buy product embedded within its original video series to shorten the path to purchase. Prime Shoppable can be implemented across categories, and extends across shopping destinations like Instagram, Pinterest, YouTube, and Snapchat in addition to Condé Nast’s O&O properties. GQ’s “Grooming Gods”, based on the brand’s popular editorial feature, will be the debut series for this new technology, giving audiences an intimate look at the self-care routines of celebrities.
Following its success in audio, the company also announced the launch of the Condé Nast Podcast Network. In 2019, Condé Nast’s audience listened to more than 28 million hours across its brand podcasts and downloads spiked by 26% in 2020. The new network features a fresh slate of seven new podcasts, including:
The premier podcast for discerning music fans, artists, and industry insiders, “The Pitchfork Review” takes listeners through taste-making reviews, comprehensive news coverage, in-depth reporting and authentic, intimate storytelling.
Presented by Anna Wintour, “In Vogue” chronicles the collision of fashion and culture in the 1990s.
“Get WIRED” is a new podcast that explores all the ways technology is changing our lives. This weekly show takes you behind the scenes of WIRED’s most compelling stories, covering the intersection of tech and humanity, business and culture, science and politics. Through hard-hitting reporting, intimate storytelling, and audio you won’t hear anywhere else, “Get WIRED” is the smartest, sharpest, most interesting show on how tech is transforming what means to be human.
Condé Nast also announced 57 returning blockbuster shows, more than 150 new digital pilots and 50 new social series for the 2020/21 season, including the below highlights:
In Architectural Digest’s new IGTV show “AD Visits”, editor-in-chief Amy Astley leads the conversation on design today, talking with top talent and going inside the homes of some of the world’s most fascinating personalities, all shared exclusively with AD’s Instagram audience of nearly 6 million.
GQ’s new weekly style talk show, “The Run Through”, is hosted by editors Nikki Ogunnaike, Mobolaji Dawodu and Jon Tietz, who convene weekly to cover the latest fashion news and all their opinions, chat with celeb friends about fashion, and answer audience-submitted questions.
Pitchfork’s “Critical Breakthroughs” sits down with musicians to learn more about the creative process they undergo while developing their sound and recording their biggest hits.
SELF magazine’s “Hour by Hour” follows fitness professionals through 24 hours of their everyday lives, including their quarantine routines.
Vogue’s “Heroes” facilitates a conversation between a celebrity and someone they’ve always wanted to meet, placing the celebrity in the interviewer’s chair.
Vogue’s new weekly series, “Vegan Cooking with Tabitha Brown”, gives audiences a look into the host’s everyday life, including fun and delicious takes on vegan cooking.
Condé Nast’s video network grew significantly year-over-year across all platforms, including a 60% increase in views on O&O, and 61% spike in watchtime on YouTube. Across all of the company’s YouTube channels, Condé Nast had more than 45 million subscribers, a 52% bump year-over-year. Earlier this year the company also launched five brand studios at The New Yorker, Vogue, GQ, WIRED and Vanity Fair to expand Condé Nast’s entertainment content production, more effectively build on each brand’s premium storytelling and evolve the brands’ IP into new domains, including films, TV series and podcasts. Based on the popular WIRED digital short, “Absurd Planet” was the first project released under the brand studios system and the TV show ranked in Netflix’s top 10 most viewed series a day after its April launch.
About Condé Nast
Condé Nast is a global media company, home to iconic brands including Vogue, The New Yorker, GQ, Glamour, AD, Vanity Fair and Wired, among many others. The company’s award-winning content reaches 88 million consumers in print, 440 million in digital and 428 million across social platforms, and generates more than 1 billion video views each month. The company is headquartered in New York and London, and operates in 31 markets worldwide including China, France, Germany, India, Italy, Japan, Mexico and Latin America, Russia, Spain, Taiwan, the U.K. and the U.S., with local license partners across the globe. Launched in 2011, Condé Nast Entertainment is an award-winning production and distribution studio that creates programming across film, television, social and digital video and virtual reality.