By Joe Reedy, Sports Writer
LOS ANGELES (AP) --Super Bowl Sunday used to be the one day for a network to showcase its sports division and launch a new show.
That is not the case anymore.
With media consolidation, the networks are now sharing the stage with its corporate siblings. That's been the case this week as Paramount showcased various programming and originated many of its shows from Las Vegas.
"The Super Bowl is the biggest media event of the year. I think you'd be crazy not to maximize it," said Josh Line, the EVP/Chief Brand Officer for Paramount Global. "I think we're doing it in our own unique way."
CBS Sports chairman Sean McManus, who will retire in April, has routinely touted CBS' synergy within Paramount. The best example is the sports division teaming up with Nickelodeon for NFL programming, including Sunday's Super Bowl.
CBS Sports was not alone in delivering programming from Las Vegas this week.
CBS had four sets overlooking the fountains at The Bellagio on the Las Vegas strip as its base of operations. Besides using it for CBS Sports Network programming, it was also the location for "CBS Mornings," "The CBS Evening News with Norah O'Donnell" and "The Talk."
"The Drew Barrymore Show," "Entertainment Tonight" and "Inside Edition" also originated from Las Vegas this week. Paramount also put its trademark mountain on the strip, with an "Expedition Vegas" display at The Mirage.
When CBS had its last Super Bowl three years ago, Paramount used the game to promote the Paramount Plus streaming service, which debuted one month later. Paramount said in its third-quarter earnings release the service had 63 million subscribers.
CBS reported double-digit growth for streaming of NFL games on Paramount Plus this season. Last year's Super Bowl on Fox averaged 7 million streams of the 115.1 million viewer average across all platforms.
Mike Benson, President and CMO of CBS, said this week's focus is more on total offerings than launching a new platform.
"It's the combination of linear and streaming that is very powerful for us," he said. "We see how well CBS can drive big live audiences to the television, but we also see how a lot of our shows perform well in streaming. I think the the company offering has become far more strategic and far more specific and works now across multiple platforms."
Super Bowl Sunday also gives CBS a chance to promote its television season, which kicks off this week after a five-month delay due to the writer and actor strikes last year.
"Tracker" — a drama based on the novel "The Never Game" — has the coveted post-Super Bowl spot.
"With the way the strikes have shifted the traditional timing of the fall TV season, it could turn out to be advantageous to have series launches in closer proximity to the game promoting those launches," said Andrew Wallenstein, president and chief media analyst of Variety Intelligence Platform.
Paramount's ad inventory on CBS, Nickelodeon, and streaming is sold out for Sunday, bringing the company over $500 million. It also comes when Paramount's future remains to be seen in an age of continued media consolidation.
Wallenstein says he expects Fox, CBS, and ABC/ESPN to follow Paramount's lead in years they have the Super Bowl in showcasing the company more than the network.
"There's no other question other companies will keep doing this in the future.," he said. "The more consolidated the media sector gets, the more promotional time viewers can expect the network with the broadcast rights to the Super Bowl to reserve for the many corporate siblings their parent company deem priorities to showcase."
Mike Pierantozzi joins Movers+Shakers as exec creative director
Creative agency Movers+Shakers has appointed Mike Pierantozzi as executive creative director. In this new role, he will help guide the creative direction of Movers+Shakers’ socially-native campaigns. Pierantozzi will report to co-founder and chief creative officer Geoffrey Goldberg.
With nearly two decades of experience as a copywriter, creative director, and multi-platform storyteller, Pierantozzi brings a wealth of knowledge from his work with major brands including Kraft, Unilever, IBM, and Walmart. He has led the creation of award-winning campaigns for agencies like Red Tettemer, Ogilvy, The Brooklyn Brothers, TAXI, Saatchi & Saatchi, and most recently, Vayner, where he spearheaded culturally iconic work for Planters including “Death of Mr. Peanut.” He led the National Down Syndrome Society and Luvs account, whose “First Kid. Second Kid” campaign was awarded by the Effies, ADC, Clios and LIAs.
Outside of the office, Pierantozzi practices what he teaches brands. He’s gone viral multiple times on his own TikTok account, featuring comedic interactions with his son and a trombone. He’s accumulated 15K followers on TikTok.
“Mike brings a rare and awesome combination of deep social and platform experience, a keen eye for excellent storytelling, and a humble and kind approach to leadership,” said Goldberg. “Mike’s got a knack for turning brand stories into cultural movements, making him the perfect fit for Movers+Shakers. He’s got the kind of bold vision and attention to culture that fits perfectly with our mission to push creative boundaries and drive industry firsts. Plus, as a creator himself he has the innate ability to make people stop, laugh, and share--which is exactly what we’re about.”
“I’ve... Read More