1. 1
HOW REAL-TIME SOCIAL INSIGHTS
CREATE A COMPETITIVE ADVANTAGE
- A Networked Insights eBook

2. The Upfronts are a yearly institution that bring together a “who’s who”
in the world of entertainment and advertising.
Every May, TV networks host a series of presentations that reveal the
existing shows that have been renewed, cancelled, and more
importantly, the new shows that will be introduced in the fall.
In exchange for buying ad time on programs that have yet to air,
networks give brands discounts for buying early.
Upfronts: The TV Tradition
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THE PROBLEM?
Because these programs have no
guarantee for success, there is no
way to know which program will help
brands reach their target audience in
the fall.
Networks are asking brands to
commit ad spend 4-5 months in
advance for shows that have not
aired.
The worst part:
65% of fall pickups are
cancelled by Christmas.

4. 4
UPFRONTS:
THE BIG GAMBLE
While the excitement for TV fans
reaches a fever pitch during Upfronts
week, brand marketers should be
feeling another emotion—
resentment.
The premise that buying at the
Upfront provides marketers with
better rates and access to premium
inventory is inherently flawed.
In reality, it’s a tremendous
gamble for marketers and the
odds are not in their favor.

5. 5
There is a way to even the odds.
There is a way to
OUTSMART THE
UPFRONTSMarketing decisions fueled by data are the key to outsmarting
the Upfronts.
Thanks to advances in technology and the advent of the social
web, marketers can both save money and execute more effective
marketing by making real-time, data-driven decisions about
when and where they buy ad time.

6. OUTSMART THE
UPFRONTS
Social Data Spotlight
The social web is a vast resource for
marketers that allows them to better
understand their target audience,
uncover new audiences, reveal
audience affinities, and create
content that will resonate with them.
Best of all, leveraging analysis
sourced from the social web allows
brands to know which media buy will
have the biggest impact in both
audience reach and resonance.
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7. BUY
Confront the Upfronts Cheat Sheet
Recommendation Show Genre
Reasons for viewers
tune-in
Reasons for viewers
tune-out
BUY
BUY
DON’T
BUY
Almost
Human
Sleepy
Hollow
Brooklyn
Nine-Nine
Surviving
Jack
Drama
Drama
Comedy
Comedy
- 62% - mention J.J. Abrams as a
reason for checking out the
show
- 35% - love that Karl Urban is
the lead
- 43% - interested in the
premise of the show
- 18% - like that the showrunners
are from Fringe
- 32% - are excited that Andre
Braugher is part of the cast
(more so than Andy Samberg)
- 28% - love that it is by the
team behind Parks & Recreation
- 16% - mention that it s based
on a Justin Halpern book
Abrams produces a lot of
shows but is not invested in
most of them like he was for
Lost
Content is too thin to survive a
season
Cop genre is played out
Similar programming like I Hate
My Teenage Daughter wasn t
very funny
7!
OUTSMART THE
UPFRONTS
Social Insight Advantage
Social data is a key part of a brand’s
arsenal.
It allows marketers to stay in sync
with viewers and find the media buy
that will provide the best ROI.
Social data can be leveraged beyond
simple measurement to determine
the emerging themes in viewer
conversations.
Armed social insights, brands can
stay in-sync with their target
audiences and choose the right
media buy based on data.

8. NETWORKED
INSIGHTS
Confronts the
Upfronts
To prove that power of real-time social
insights and to take a stand for brand
marketers forced to participate in the
yearly Upfront gamble, Networked
Insights launched
Operation Outsmart
the Upfronts.
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9. OPERATION
Outsmart the Upfronts
Our stand for marketers took the
message to the streets.
The Networked Insights mobile data
center parked outside each Upfront
venue, broadcasting “Buy” and “Don’t
Buy” decisions for the pilots the networks
had just shared with their audiences.
Our buying recommendations were
powered by real-time consumer data
across the social web, using SocialSense,
our marketing decisions platform.
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10. Street teams clad in shirts with the
slogan “Take the Gamble Out of the
Upfronts,” distributed lotto tickets that
symbolized the gambling aspect of the
Upfronts institution.
Operation Outsmart the Upfronts had
agencies, brands, marketers, and even
celebrities taking notice during Upfronts
week.
OPERATION
Outsmart the Upfronts
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11. PRESS COVERAGE
Outsmart the Upfronts
“DESPITE THE RESISTANCE,
OUTSMART THE UPFRONTS
WILL SOLIDER ON.”
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12. OUTSMART THE
UPFRONTS
Hits the Headlines
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13. JOINTHE
REVOLUTION
START MAKING EVERY MARKETING
DECISION WITH REAL-TIME INSIGHTS
START YOUR JOURNEY TODAY AT: INFO@NETWORKEDINSIGHTS.COM