May
01
Why ESPN’s ‘Always On’ Pitch Might Sound Familiar to Upfront Buyers
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ESPN has been internally planning a special marketing message for its May 13 upfront presentation: “Always On.” One problem? MTV made the same pitch during its upfront presentation April 24.
Disney’s ESPN said it only became aware that Viacom’s MTV beat it to the “Always On” punch after reading about MTV’s recent upfront presentation on AdAge.com.
Despite appealing to the same audience of weary media buyers only three weeks later, ESPN will forge ahead. So look to see “Always On” emblazoned across banners and signs during ESPN’s upfront party in New York this year.
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