Media buyers dissect Ten ViacomCBS’s upcoming content and ad propositions in 2022
Ten ViacomCBS was the third cab-off the rank for the 2022 TV networks upfronts, which saw its key tentpole primetime formats return to screens, while some formats were back after a break, others are getting a major shakeup. Here, Mumbrella speaks to a range of media buyers about whether the elaborate reveal of what’s in store meets the mark when it comes to their key focus – content and ad revenue.
The Ten ViacomCBS upfronts presentation opened respectfully with an Acknowledgement of Country, which was then immediately followed by an update on the company’s focus on social responsibility. It detailed projects relating to diversity, equality, inclusion, social justice and gave an outline of their Reconciliation Action Plan.
Spark Foundry’s national head of investment, Lucie Jansen says not only do these issues “resonate strongly” with Ten’s under-50s target audience, “they also have a firm hold in our broader industry where many agencies – though by no means all – are striving to make significant and rapid progress. So, this was of great interest to me, as I’m sure it was for others in the audience”.
