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ESPN’s Bodenheimer Discusses Holding
Upfront Alongside Broadcast Networks |
With ESPN today becoming the “first cable network to host its upfront presentation during the same week” as the broadcast nets, ESPN/ABC Sports President George Bodenheimer is the subject of a Q&A with AD AGE’s Andrew Hampp. In last year’s upfront, ESPN wrote $1.8B in TV deals — the same as Fox — and that “doesn’t even include revenue from all its off-network properties.” Bodenheimer said going against the broadcast nets during the same upfront week “was a tangible way for us to demonstrate the world of our entire brand.” Bodenheimer said ESPN is “taking quality product with NASCAR, [NFL] and the [NBA] and spreading it across the widest collection of media assets. ... We’re truly leading the way in terms of integrated sales.” When asked how ESPN keeps from “overwhelming” sports fans with its name and logo, Bodenheimer said, “We’ve never overestimated fans’ demands for sports product, and we’ve never overestimated how passionate people are about sports. We saw long ago we’ve got to take our product with them and that our mission was to take sports fans where they want to go” (
AD AGE, 5/14 issue).
TAKING INITIATIVES: ESPN introduced several new programming initiatives at today’s presentation, including the tentatively titled “ESPN Reports,” a primetime news magazine featuring Tom Farrey, Rachel Nichols, Lisa Salters, Jeremy Schaap, Michael Smith, Bill Simmons and Chuck Klosterman that will debut October 16. In addition, the “SportsCenter Minute” will debut in September as an hourly sports update during ESPN on ABC programming, the ESPN family of networks will air a new annual event called the “Moto X World Championships” beginning in April ’08 and ESPN will show a series of specials on Tuesdays in September to celebrate the 300th spot in the “This is SportsCenter” ad campaign. The shows will look back at the early days of the campaign, showcase the most memorable spots and feature interviews with athletes in some of the ads (ESPN).
