Broadcast Network Execs: Expect More Integrated Campaigns This Upfront Season

CBS’ Tassler: Network in talks with Unilever to make more pacts like the Hellman’s, Bertolli ads

By Melissa Grego -- Broadcasting & Cable, 6/9/2009 8:46:49 PM MT

Few things are certain about this year’s upfront ad market, but one thing is for sure: There are likely to be more integrated product campaigns on the broadcast networks next season than ever.

That was the message from top broadcast network execs convened in Beverly Hills Tuesday for a panel during the ANA Alliance for Family Entertainment's (the advertising group formerly known as the Family Friendly Forum) fifth annual symposium.

CBS Entertainment President Nina Tassler said the product integrations her network did with Unilever this season -- involving the company’s Hellman’s mayo product on New Adventures of Old Christine and Bertolli pasta throughout CBS’ Monday night comedy lineup -- was held up as a “gold standard” for how these deals should work. “We’re in talks about doing it again,” she said.

Unilever, which spends nearly $500 million annually on TV, has made efforts to switch up the upfront process by requesting media companies create campaigns around products rather than buying plain-old spots in TV schedules, according to AdAge.com. (Subscription required)

Fox Broadcasting Entertainment President Kevin Reilly said all of the networks have been increasingly involved in creating new ways of collaborating with sponsors and that “we are likely to see more as this upfront unfolds.”

ABC Primetime President Stephen McPherson concurs, saying “both sides [networks and advertisers] are getting more creative at it.”

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