TV networks typically use their upfront presentations to unveil primetime entertainment programs and devote little, if any, time to sports. However, Fox yesterday threw that concept on its head and devoted the first quarter of its presentation at N.Y.'s Beacon Theater to sports programming. The theme of the presentation was that “Fox will own the fall,” which was a nod to its MLB and college football programming more than its primetime entertainment slate. Instead of trotting out Hollywood actors, Fox wooed advertisers with appearances by Joe Buck, Alex Rodriguez, Troy Aikman and Jimmy Johnson. Every member of the “Fox NFL Sunday” pregame crew -- including Terry Bradshaw, Michael Strahan and Jay Glazer -- came on stage and danced to a version of Bruno Mars' "24K Magic." One bit of news that came out is that Fox appeared to make its Big Ten deal official. SportsBusiness Journal first reported the deal last April, but neither the net nor the league has made an official announcement. Michigan football coach Jim Harbaugh made an appearance yesterday via video, during which he called Fox, "The new primary home for Big Ten football." A Fox spokesperson later said that an official announcement still has not been scheduled (John Ourand, Staff Writer). AD AGE's Jeanine Poggi wrote it was "hard to tell if it was Fox or ESPN's upfront presentation taking place" (ADAGE.com, 5/15).
HOME AWAY FROM HOME: BROADCASTING & CABLE's Jon Lafayette notes one of Fox’ priorities going forward will be "getting advertisers to pay for out-of-home viewers, now measured by Nielsen." ESPN has done "some deals with advertisers based on audiences including out-of-home viewers and other networks are trying to do the same with the sports programming." Fox Networks Exec VP/Ad Sales Bruce Lefkowitz said that the nets' NFL broadcasts "get a 15% lift in viewers when views in hotels, bars, offices and so forth are counted -- and that ought to count" (BROADCASTING & CABLE, 5/15 issue).
TWITTER REAX: CNN's Brian Lowry: "Fox cites most-watched primetime season in 3 years 'with the Super Bowl and World Series.' Well, yeah. ... Never quite get the big sports push at upfront presentations. Should be the one area you don't have to work at selling." Variety's Cynthia Littleton: "Fox's pitch so far is shaping up as 'Have me mentioned we have football?' ... From trawling Fox party last nite twas clear that entertainment side none too happy w/ sports side. All unhappy families." Sporting News' Michael McCarthy: "A-Rod, now a lovable sports TV guy, appears on stage at the #FOXUpfronts. Remember when he was persona non grata? TV was best rehab for him."
