<p>Samuel Boivin | Nurphoto | Getty Images</p>
<p>对于大多数媒体公司来说，最近的前期展示——向广告商推介年度内容的活动——受到不确定性的影响，无论是宏观经济还是地缘政治。今年的变化主要来自内部。</p>
<p>媒体高管告诉 CNBC，尽管他们意识到全球经济问题，如中东冲突和燃料成本上升，以及行业内持续的动荡和整合，但这些话题在今年与广告商的讨论中并没有占据重要地位。</p>
<p>本周，康卡斯特的 NBC 环球、福克斯公司、迪士尼和华纳兄弟探索，以及亚马逊的 Prime Video 和谷歌的 YouTube 将在纽约市举办展示活动，努力向广告商推销他们未来一年的节目。派拉蒙 Skydance 最近几周结束了与代理商和市场营销人员的系列亲密展示。</p>
<p>高管们表示，今年的重点是吸引最大的观众，以及人工智能如何改善数据和结果。在此期间，行业仍在应对最大参与者之间的大规模变化——派拉蒙和 WBD 即将合并，而 NBC 环球则将其有线网络组合拆分为新成立的 Versant。</p>
<p>“总体而言，广告商的情绪依然非常积极。我认为在疫情、关税和战争之后，客户已经习惯于应对不确定性，” 福克斯广告销售、市场营销和品牌合作的总裁杰夫·柯林斯表示。“在疫情期间，广告支出有所回落，我认为那是过早的。我认为你现在看不到这种情况。”</p>
<p>柯林斯的同行们在媒体行业中也表达了这种乐观情绪。在 CNBC 与前期展示前交谈的广告负责人中，没有人提到取消或大幅削减支出。他们表示，最多广告商在条款上寻求灵活性。</p>
<p>“对我来说，这意味着我们的媒体必须更加努力，并对品牌负责，以便在面对不确定性时，我们能够出现在那份清单的顶部，” 派拉蒙的首席收入官杰伊·阿斯基纳西表示。</p>
<p>在吸引大量观众方面，这通常意味着直播内容——特别是体育和其他重大事件——以及能够捕捉时代精神的娱乐节目。</p>
<p>“今年确实发生了一件事，就是对直播的关注，以及它在各个方面的表现，” NBC 环球全球广告和合作伙伴关系主席马克·马歇尔提到线性和流媒体时表示。</p>
<h2>不仅仅是直播体育</h2>
<p>梅西感恩节游行，2023：同类相聚 - 鹈鹕浮动</p>
<p>NBC | NBC 环球 | Getty Images</p>
<p>电视上的直播活动，如梅西感恩节游行，吸引了越来越多的观众。明年这一趋势将更加明显，因为大型体育赛事减少。</p>
<p>“展望今年，我们没有世界杯或奥运会，尽管我们仍然有 NFL，” 华纳兄弟探索美国广告销售的联合总裁瑞安·古尔德表示。“在与客户的对话中，以及我们的战略中，真正关注的是我们组合中哪些独特的、高价值的领域可以捕获一些市场份额和资金。”</p>
<p>“对行业来说，最糟糕的事情就是那些资金消失，因为它们去年来自某个地方，” 古尔德补充道。“我认为作为一个行业，我们正在努力真正替代一些流向奥运会和世界杯的预算。”</p>
<p>尽管如此，体育仍然肯定会在展示中占据重要部分。</p>
<p>NBC 环球将重点介绍其周日夜间节目，包括 NFL、NBA 和 MLB。</p>
<p>迪士尼拥有 NFL 和其他众多体育赛事的版权，将于 2 月举办超级碗。NFL 专员罗杰·古德尔预计将出席迪士尼本周的展示，CNBC 此前报道。</p>
<p>福克斯自然也将重点关注体育和新闻，因为这些类别占其组合的大部分，自 2019 年将娱乐资产出售给迪士尼以来。</p>
<p>“如果说过去几年教会了我们什么，那就是你的规模并没有你拥有的组合那么重要，” 福克斯的柯林斯表示。“我们可能没有一些竞争对手那么大，但我们在观众和收入方面的增长速度更快。”</p>
<p>对于 WBD 来说，最近失去了 NBA 版权，当篮球联赛重置其媒体合作伙伴时，综合娱乐和其他节目在其展示中扮演了更重要的角色。它向广告商的推介将集中在 HBO 的优质内容以及来自其电视网络的非剧本节目，这些节目能够引发社交媒体的讨论。</p>
<p>“今年我们的核心主题是如何将这些文化时刻转化为可衡量的结果？我们拥有能够吸引注意力的优质内容，” WBD 的古尔德表示。</p>
<h2>整合与人工智能</h2>
<p>雅库布·波尔齐基 | Nurphoto | Getty Images</p>
<p>华纳兄弟探索正在向广告商做出可能是最后的推介，因为该公司即将完成与派拉蒙的交易——预计在第三季度完成。</p>
<p>“派拉蒙整合和交易的背景是我们在与客户的日常对话中正在应对的事情，” 古尔德表示，并拒绝进一步评论待定交易。派拉蒙也拒绝进一步评论待定交易。</p>
<p>在很大程度上，行业动荡已经成为一段时间以来讨论的话题。用户流失和流媒体服务的兴起给内容制作公司施加了压力，迫使他们保持观众的参与和广告商的购买。</p>
<p>“每个人都在努力跟上这种内容投资，而这种投资，不仅仅是在体育版权方面，是整合的一个重要驱动力，” 广告数据公司 EDO 的首席执行官凯文·克里姆表示。</p>
<p>派拉蒙追求华纳兄弟探索的一个主要原因是其丰富的内容库。由大卫·艾利森领导的公司最终在经过数月的竞标战后击败了 Netflix 和康卡斯特，获得了这些资产。最终的组合将成为电影和电视领域的强大力量。</p>
<p>与此同时，NBC 环球正在缩减其在电视领域的影响力，已经与 CNBC、USA、E!、Oxygen 等有线网络分离。Versant，这些品牌的新母公司，仍然包含在与 NBCU 的过渡协议中，至少还要持续几年，并且在今年的广告推介会上并未直接向广告商展示，因为它仍然包含在 NBCU 的推介中。</p>
<p>NBC 环球的马歇尔指出，人工智能正在 “平衡传统电视和流媒体之间的竞争”。</p>
<p>这项技术正在帮助更快地收集传统电视的观众、参与度和其他数据。</p>
<p>“现在我们实际上可以展示传统电视和流媒体结合的路径更好，并证明这一点符合市场营销者的目标，” 他说。</p>
<p>几位广告主管告诉 CNBC，他们预计人工智能将在今年的广告推介会上成为焦点。</p>
<p>“人工智能确实帮助人们获得可见性，并在广告推介中非常战略性和聪明地做出承诺，” EDO 的克里姆说。</p>
<p><em>披露：Versant Media 是 CNBC 的母公司。</em></p>
<p>选择 CNBC 作为您在 Google 上的首选来源，永远不会错过来自商业新闻最可信赖名称的任何时刻。</p>

迪士尼

康卡斯特

<p>在今年的电视广告发布会上，媒体公司专注于整合人工智能和应对企业合并，康卡斯特、迪士尼和华纳兄弟探索等主要参与者向广告商展示他们的节目。尽管全球经济存在不确定性，广告商的情绪依然积极，支出没有显著回落。现场活动，特别是体育赛事，被强调为吸引观众的关键，同时公司旨在弥补因奥运会等重大事件而失去的预算。总体而言，行业正在适应变化，并寻求提升广告的问责制</p>

<p>Samuel Boivin | Nurphoto | Getty Images</p>
<div class="lb-trans"><p>Samuel Boivin | Nurphoto | Getty Images</p>
</div><p>For most media companies, recent upfront presentations — the annual slate of content pitches to advertisers — have been shaped by uncertainty, whether it be macroeconomic or geopolitical. This year, the shifts are coming largely from within.</p>
<div class="lb-trans"><p>对于大多数媒体公司来说，最近的前期展示——向广告商推介年度内容的活动——受到不确定性的影响，无论是宏观经济还是地缘政治。今年的变化主要来自内部。</p>
</div><p>Media executives told CNBC that while they have been cognizant of global economic issues, like the Middle East conflict and rising cost of fuel, as well as the ongoing shakeup and consolidation in the industry, such topics aren't playing a big part in this year's discussions with advertisers.</p>
<div class="lb-trans"><p>媒体高管告诉 CNBC，尽管他们意识到全球经济问题，如中东冲突和燃料成本上升，以及行业内持续的动荡和整合，但这些话题在今年与广告商的讨论中并没有占据重要地位。</p>
</div><p>This week, Comcast's NBCUniversal, Fox Corp., Disney and Warner Bros. Discovery, as well as Amazon's Prime Video and Google's YouTube will put on shows in New York City in an effort to sell advertisers on their programming for the year ahead. Paramount Skydance wrapped up its series of intimate presentations with agencies and marketers in recent weeks.</p>
<div class="lb-trans"><p>本周，康卡斯特的 NBC 环球、福克斯公司、迪士尼和华纳兄弟探索，以及亚马逊的 Prime Video 和谷歌的 YouTube 将在纽约市举办展示活动，努力向广告商推销他们未来一年的节目。派拉蒙 Skydance 最近几周结束了与代理商和市场营销人员的系列亲密展示。</p>
</div><p>Executives said the focus this year has been on grabbing the biggest audiences and on how artificial intelligence is improving data and outcomes. That's all while the industry continues to navigate large-scale changes among the biggest players — with Paramount and WBD set to merge and NBCUniversal having split off its portfolio of cable networks into the newly formed Versant.</p>
<div class="lb-trans"><p>高管们表示，今年的重点是吸引最大的观众，以及人工智能如何改善数据和结果。在此期间，行业仍在应对最大参与者之间的大规模变化——派拉蒙和 WBD 即将合并，而 NBC 环球则将其有线网络组合拆分为新成立的 Versant。</p>
</div><p>&#34;Overall, advertiser sentiment has remained very positive. I think after Covid and tariffs and wars, clients are used to navigating uncertainty,&#34; said Jeff Collins, Fox's president of advertising sales, marketing and brand partnerships. &#34;There was some pullback on [ad] spending during Covid, and I think it was premature. I don't think you're seeing that anymore.&#34;</p>
<div class="lb-trans"><p>“总体而言，广告商的情绪依然非常积极。我认为在疫情、关税和战争之后，客户已经习惯于应对不确定性，” 福克斯广告销售、市场营销和品牌合作的总裁杰夫·柯林斯表示。“在疫情期间，广告支出有所回落，我认为那是过早的。我认为你现在看不到这种情况。”</p>
</div><p>Collins' peers across the media industry echoed that optimism. None of the advertising heads that CNBC spoke with ahead of the upfront presentations noted cancellations or major pullbacks in spending. At most, advertisers are seeking flexibility in terms, they said.</p>
<div class="lb-trans"><p>柯林斯的同行们在媒体行业中也表达了这种乐观情绪。在 CNBC 与前期展示前交谈的广告负责人中，没有人提到取消或大幅削减支出。他们表示，最多广告商在条款上寻求灵活性。</p>
</div><p>&#34;To me, that means more of our media has to work harder and be accountable to brands so that when they do look at what's working in the face of uncertainty we're showing up at the top of that list,&#34; said Jay Askinasi, chief revenue officer at Paramount.</p>
<div class="lb-trans"><p>“对我来说，这意味着我们的媒体必须更加努力，并对品牌负责，以便在面对不确定性时，我们能够出现在那份清单的顶部，” 派拉蒙的首席收入官杰伊·阿斯基纳西表示。</p>
</div><p>When it comes to drawing big audiences, that often means live content — particularly sports and other major events — as well as entertainment that captures the zeitgeist.</p>
<div class="lb-trans"><p>在吸引大量观众方面，这通常意味着直播内容——特别是体育和其他重大事件——以及能够捕捉时代精神的娱乐节目。</p>
</div><p>&#34;Something that definitely happened this year is this focus on live and how well it's done across everything,&#34; said Mark Marshall, NBCUniversal's chairman of global advertising and partnerships, referencing both linear and streaming.</p>
<div class="lb-trans"><p>“今年确实发生了一件事，就是对直播的关注，以及它在各个方面的表现，” NBC 环球全球广告和合作伙伴关系主席马克·马歇尔提到线性和流媒体时表示。</p>
</div><h2>Not just live sports</h2>
<div class="lb-trans"><h2>不仅仅是直播体育</h2>
</div><p>Macy's Thanksgiving Day Parade, 2023: Birds Of A Feather Stream Together - Peacock Float</p>
<div class="lb-trans"><p>梅西感恩节游行，2023：同类相聚 - 鹈鹕浮动</p>
</div><p>NBC | NBCUniversal | Getty Images</p>
<div class="lb-trans"><p>NBC | NBC 环球 | Getty Images</p>
</div><p>Live events on TV, such as the Macy's Thanksgiving Day Parade, have been pulling bigger and bigger audiences. That will be even more true this coming year, when there are fewer tentpole sporting events.</p>
<div class="lb-trans"><p>电视上的直播活动，如梅西感恩节游行，吸引了越来越多的观众。明年这一趋势将更加明显，因为大型体育赛事减少。</p>
</div><p>&#34;Moving forward into this year we don't have the World Cup or the Olympics, although we do still have the NFL,&#34; said Ryan Gould, co-president of U.S. ad sales at Warner Bros. Discovery. &#34;In our conversations with clients, and in our strategy, it's really what are the unique, premium, high-valued areas within our portfolio where we can capture some of that share and some of those dollars.&#34;</p>
<div class="lb-trans"><p>“展望今年，我们没有世界杯或奥运会，尽管我们仍然有 NFL，” 华纳兄弟探索美国广告销售的联合总裁瑞安·古尔德表示。“在与客户的对话中，以及我们的战略中，真正关注的是我们组合中哪些独特的、高价值的领域可以捕获一些市场份额和资金。”</p>
</div><p>&#34;The worst thing for the industry would be those dollars kind of go away because they came from somewhere last year,&#34; Gould added. &#34;I think as an industry we're doing a lot of work to really replace some of those budgets that went to the Olympics and the World Cup.&#34;</p>
<div class="lb-trans"><p>“对行业来说，最糟糕的事情就是那些资金消失，因为它们去年来自某个地方，” 古尔德补充道。“我认为作为一个行业，我们正在努力真正替代一些流向奥运会和世界杯的预算。”</p>
</div><p>Still, sports is sure to remain a big part of the showcase.</p>
<div class="lb-trans"><p>尽管如此，体育仍然肯定会在展示中占据重要部分。</p>
</div><p>NBCUniversal will highlight its Sunday night programming, which includes NFL, NBA and MLB.</p>
<div class="lb-trans"><p>NBC 环球将重点介绍其周日夜间节目，包括 NFL、NBA 和 MLB。</p>
</div><p>Disney, which owns rights to the NFL and a slew of other sports, will host the Super Bowl in February. NFL Commissioner Roger Goodell is set to attend Disney's presentation this week, CNBC previously reported.</p>
<div class="lb-trans"><p>迪士尼拥有 NFL 和其他众多体育赛事的版权，将于 2 月举办超级碗。NFL 专员罗杰·古德尔预计将出席迪士尼本周的展示，CNBC 此前报道。</p>
</div><p>Fox will also naturally focus heavily on sports and news, as those categories make up the majority of its portfolio since it sold its entertainment assets to Disney in 2019.</p>
<div class="lb-trans"><p>福克斯自然也将重点关注体育和新闻，因为这些类别占其组合的大部分，自 2019 年将娱乐资产出售给迪士尼以来。</p>
</div><p>&#34;If anything the last several years has taught us that how large you are is not nearly as significant as the composition of the portfolio you have,&#34; said Fox's Collins. &#34;We certainly are maybe not as big as some of our other competitors out there, but we've been growing faster and from both an audience and revenue standpoint.&#34;</p>
<div class="lb-trans"><p>“如果说过去几年教会了我们什么，那就是你的规模并没有你拥有的组合那么重要，” 福克斯的柯林斯表示。“我们可能没有一些竞争对手那么大，但我们在观众和收入方面的增长速度更快。”</p>
</div><p>For WBD, which recently lost its NBA package when the basketball league reset its media partners, general entertainment and other programming have taken a bigger role in its presentations. Its pitch to advertisers will be focused on premium content from HBO, as well as unscripted programming from its TV networks that drive social media conversations.</p>
<div class="lb-trans"><p>对于 WBD 来说，最近失去了 NBA 版权，当篮球联赛重置其媒体合作伙伴时，综合娱乐和其他节目在其展示中扮演了更重要的角色。它向广告商的推介将集中在 HBO 的优质内容以及来自其电视网络的非剧本节目，这些节目能够引发社交媒体的讨论。</p>
</div><p>&#34;This year our core headline is how do we turn those cultural moments into measurable outcomes? We've got premium content that creates attention,&#34; said WBD's Gould.</p>
<div class="lb-trans"><p>“今年我们的核心主题是如何将这些文化时刻转化为可衡量的结果？我们拥有能够吸引注意力的优质内容，” WBD 的古尔德表示。</p>
</div><h2>Consolidation and AI</h2>
<div class="lb-trans"><h2>整合与人工智能</h2>
</div><p>Jakub Porzycki | Nurphoto | Getty Images</p>
<div class="lb-trans"><p>雅库布·波尔齐基 | Nurphoto | Getty Images</p>
</div><p>Warner Bros. Discovery is making what could be its final pitch to advertisers, as the company heads toward closing on its deal with Paramount — expected in the third quarter.</p>
<div class="lb-trans"><p>华纳兄弟探索正在向广告商做出可能是最后的推介，因为该公司即将完成与派拉蒙的交易——预计在第三季度完成。</p>
</div><p>&#34;The backdrop of the Paramount integration and the deal is something that we're navigating in day-to-day conversations with our clients,&#34; Gould said, declining to comment further on the pending transaction. Paramount also declined to comment further on the pending transaction.</p>
<div class="lb-trans"><p>“派拉蒙整合和交易的背景是我们在与客户的日常对话中正在应对的事情，” 古尔德表示，并拒绝进一步评论待定交易。派拉蒙也拒绝进一步评论待定交易。</p>
</div><p>For the most part, industry shakeups have been part of the conversation for some time. The proliferation of cord cutting and the rise of streaming services have put the pressure on content studios to keep viewers engaged and advertisers buying in.</p>
<div class="lb-trans"><p>在很大程度上，行业动荡已经成为一段时间以来讨论的话题。用户流失和流媒体服务的兴起给内容制作公司施加了压力，迫使他们保持观众的参与和广告商的购买。</p>
</div><p>&#34;Everyone's trying to keep up with this content investment, and just that sheer investment, not only in sports rights, is a big driver of consolidation,&#34; said Kevin Krim, CEO of ad data firm EDO.</p>
<div class="lb-trans"><p>“每个人都在努力跟上这种内容投资，而这种投资，不仅仅是在体育版权方面，是整合的一个重要驱动力，” 广告数据公司 EDO 的首席执行官凯文·克里姆表示。</p>
</div><p>A major reason Paramount pursued WBD was for its deep content library. The David Ellison-led company ultimately beat out Netflix and Comcast for the assets after a monthslong bidding war. The resulting combination would make for a powerhouse in film and TV.</p>
<div class="lb-trans"><p>派拉蒙追求华纳兄弟探索的一个主要原因是其丰富的内容库。由大卫·艾利森领导的公司最终在经过数月的竞标战后击败了 Netflix 和康卡斯特，获得了这些资产。最终的组合将成为电影和电视领域的强大力量。</p>
</div><p>At the same time, NBCUniversal is shrinking its foothold in TV, having separated from cable networks like CNBC, USA, E!, Oxygen and others. Versant, the new parent of those brands, is still included in holdover carriage agreements with NBCU for at least a few years, and isn't presenting directly to advertisers at this year's upfronts as it's still included in NBCU's pitch.</p>
<div class="lb-trans"><p>与此同时，NBC 环球正在缩减其在电视领域的影响力，已经与 CNBC、USA、E!、Oxygen 等有线网络分离。Versant，这些品牌的新母公司，仍然包含在与 NBCU 的过渡协议中，至少还要持续几年，并且在今年的广告推介会上并未直接向广告商展示，因为它仍然包含在 NBCU 的推介中。</p>
</div><p>NBCUniversal's Marshall noted that AI has been &#34;leveling the playing field between linear and streaming.&#34;</p>
<div class="lb-trans"><p>NBC 环球的马歇尔指出，人工智能正在 “平衡传统电视和流媒体之间的竞争”。</p>
</div><p>The tech is helping to gather viewership, engagement and other data faster for linear TV.</p>
<div class="lb-trans"><p>这项技术正在帮助更快地收集传统电视的观众、参与度和其他数据。</p>
</div><p>&#34;Now we can actually show that this path of linear and streaming together is better, and prove that against marketers' objectives,&#34; he said.</p>
<div class="lb-trans"><p>“现在我们实际上可以展示传统电视和流媒体结合的路径更好，并证明这一点符合市场营销者的目标，” 他说。</p>
</div><p>Several advertising heads told CNBC they expect AI to take center stage at upfronts this year.</p>
<div class="lb-trans"><p>几位广告主管告诉 CNBC，他们预计人工智能将在今年的广告推介会上成为焦点。</p>
</div><p>&#34;AI is really helping people gain visibility and be very, very strategic and smart about what they commit to in the upfront,&#34; said EDO's Krim.</p>
<div class="lb-trans"><p>“人工智能确实帮助人们获得可见性，并在广告推介中非常战略性和聪明地做出承诺，” EDO 的克里姆说。</p>
</div><p><em>Disclosure: Versant Media is the parent company of CNBC.</em></p>
<div class="lb-trans"><p><em>披露：Versant Media 是 CNBC 的母公司。</em></p>
</div><p>Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.</p>
<div class="lb-trans"><p>选择 CNBC 作为您在 Google 上的首选来源，永远不会错过来自商业新闻最可信赖名称的任何时刻。</p>
</div>

At TV upfronts, AI is in and corporate shuffles are reshaping the line-up

- 媒体公司在广告展示中以观众为焦点，强调人工智能的效用。  
- 广告主仍持乐观态度，寻求更灵活的合作条款。  
- 大型活动和实时内容对吸引观众至关重要。

CNBC

Warner Bros. Discovery

福克斯-A

福克斯-B

亚马逊

谷歌-A

谷歌-C

派拉蒙环球

Paramount Global

Paramount Skydance Corporation - CL B

Versant Media

COMCAST HOLDINGS CORPORATION 2% CNV PREF SEC15/10/2029 USD71

Comcast - WI

Versant Media Group - WI

在电视广告预售会上，人工智能成为焦点，而企业重组正在重塑节目阵容