How NBCU CEO Jeff Shell's Exit Will Affect the Upfront

NBCUniversal CEO Jeff Shell was fired from Comcast on Sunday, a stunning upheaval just three weeks ahead of TV's upfronts week, the traditional start of the sales season that saw NBCU bring in $7 billion in advertising commitments last year. Shell was ousted from his role following what was described as "an inappropriate relationship with a woman in the company." Comcast CEO Brian Roberts and president Mike Cavanagh wrote in a note to all employees that they were “disappointed" to share the news of Shell's exit. "We built this company on a culture of integrity. Nothing is more important than how we treat each other. You should count on your leaders to create a safe and respectful workplace. When our principles and policies are violated, we will always move quickly to take appropriate action, as we have done here," the memo read. Shell's senior team, including Mark Lazarus, who oversees NBCU's television and streaming businesses, and Linda Yaccarino, chairman of global advertising and partnerships, will now report to Cavanagh. Shell played a prominent role in the 2022 upfront presentation alongside Yaccarino. NBC will once again kick off the week during an event at Radio City Music Hall on Monday, May 15. Adweek’s TV Upfronts and NewFronts 2023 Calendar "We are all systems go, and we’re looking forward to welcoming fans and partners back to Radio City. Our entire company has built so much—across entertainment, news, sports, movies, streaming and more—and we’re excited to share the power of NBCUniversal’s One Platform," Joe Benarroch, evp, global communications, NBCU, told Adweek. Though last year's presentation featured Shell and Yaccarino, this year's was always going to feature Yaccarino and Mark Marshall, president of NBCU advertising sales and client partnerships. Even before his ouster, Shell's role was "to be decided." Marshall, promoted to ad sales chief in January, was always going to have a "prominent role" in the upfront, Benarroch added. Meanwhile, 11-year NBCU vet Yaccarino will take on a larger role focusing on consumer trends and where the marketplace is headed. In addition to the upfront presentation, Benarroch noted the company is also getting ready for BravoCon, which is taking place in Las Vegas in November, and its presence at Cannes Lions, where the company will talk about the 2024 Olympics and opportunities around Saturday Night Live's 50th anniversary, coming in 2025. In terms of NBCU's upfront, media buyers also weren't sounding alarms to Adweek. NBCU Reorganization Gives Cesar Conde News Oversight; Mark Lazarus Runs Entertainment Some buyers chose not to comment due to ongoing relationships with NBCU. However, speaking anonymously, one noted that they didn't expect "any disruption" regarding the upfront with Yaccarino and Marshall continuing to oversee the company's client relationships. Another buyer reiterated that statement, adding that any long-term effects are "TBD." Comcast hasn't named Shell's successor but we expect more information on the succession plan during Comcast's earnings call on Thursday.

TV Upfronts

NBCU CEO Jeff Shell Ousted. What's the Plan for the Upfronts?

May's event is "all systems go"

Bill Bradley

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