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Fox Sports Concludes Inaugural Upfront Roadshow, Fostering Advertising In Key Markets

Fox Sports has "wrapped up its first-ever upfront roadshow, a six-city brainstorming tour designed to foster more proactive and intimate conversations with media buyers and advertisers in key markets," according to Anthony Crupi of AD AGE. The tour, which "touched down last week" in S.F., Dallas, Seattle, Chicago, Detroit and Atlanta, marked "only the second time Fox Sports has hosted standalone upfront presentations." Fox Sports President & COO Eric Shanks said that each of the six presentations "was anchored" by a group of HOFers and on-air talent. Shanks and Fox ad sales execs "went on to give what amounted to" several 45-minute chalk talks, overviews that "included insights into rapidly evolving consumer behaviors and a reminder that Fox over the course of the next four years will play host to some of the biggest sporting events." Super Bowl LI is "going to be the singular event" of the '16-17 TV season, and while Fox technically "hasn't begun shopping any 30-second ad units ... many NFL partners already have committed to a Super Sunday buy per the terms of their multiyear contracts." Shanks also "used the upfront meetings as a forum to discuss the steady migration of eyeballs from traditional TV to digital platforms." While live sports "remains the closest thing to a 'must-buy' for national advertisers looking for big reach and greater commercial deliveries ... scores and highlights packages aren't holding up nearly as well." But Shanks told his upfront guests that fans "aren't so much rejecting highlights outright as they are consuming them on other platforms." Therefore, it is "incumbent upon the programmer to take a more active role in getting its content on the platforms that play an outsized role in consumers' media diets" (ADAGE.com, 4/27).

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