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TV commercials, sometimes referred to as TV ads or TV advertisements, are short, typically 30-second videos that air on television during breaks in programming. TV commercials are a type of advertisement that allow brands to promote their products or services on television, and air during breaks in programming. Advertising on television can be extremely effective, as it allows businesses to reach a large audience with their message, and while they can be expensive to produce, TV commercials are often worth the investment when they are able to generate sales for the business and/or drive brand awareness.

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VIDEO: P&O Cruises UK's new TV campaign "What a night"

A new TV advert ‘What a night’ premiered on September 13 across national broadcasting channels as P&O celebrates international cruises resuming on September 25, 2021.

Various experiences that can be found on a P&O Cruises UK vacation and the memories which endure after a holiday has ended are the themes in the new campaign, developed in conjunction with the Snap creative agency and production company Some Such.

The 40-second ‘What a night’ version, features a couple that is recounting holiday memories from P&O Cruises' newbuild Iona and will run through November. 

Each film features real-life relationships and will build on the company's multi-channel campaign of “Holidays as varied as you.” 

The advert’s launch coincided with P&O Cruises' return to international travel later in September as Iona begins holidays to the Canary Islands, Spain, and Portugal on September 25 and the line looks ahead to the forthcoming launch of the new ship Arvia in December 2022.

P&O reveals new TV advert

Television advert ‘what a night’ celebrates the line's return to international sailing.

P&O Cruises has launched a new TV advertising campaign featuring a real-life couple to celebrate its return to international sailing.

The 40-second TV advert, which premiered on Monday September 13 across national broadcasting channels, features a couple recounting holiday memories from P&O Cruises’ new ship Iona.

The advert’s launch coincides with P&O Cruises’ new ship Iona beginning voyages to Spain, Portugal and the Canary Islands on September 25. The line is also looking forward to the launch of new ship Arvia in December 2022.

Watch the advert here:

Further adverts are currently being filmed that will focus on the Mediterranean and Caribbean.

Each film will feature real-life relationships and will build on P&O Cruises campaign of ‘Holidays as varied as you’.

P&O Cruises president Paul Ludlow said: “A P&O Cruises holiday is all about variety of experiences which we were keen to convey in our latest TV advertising concept. We also wanted to capture the special, intangible aspects of a holiday and the way so many of us replay memories from our holidays for many years afterwards.

“The past 18 months have highlighted that we need pivotal, vital moments to create memories which are full of joy. This film, featuring a real-life couple, captures that joy with an authentic and heartfelt spirit.

“We’re proud to be launching this new campaign and ‘What a night’ celebrates and embodies these themes. We will be sharing future versions, each revealing more about the choices to be found on a P&O Cruises holiday, in the coming months and we hope that they will have wide appeal.”

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Viking Cruises Adverts – Filming Locations Complete List, 2021 and 2020

If you’ve seen a Viking cruise advert on TV you may be wondering where the advert was filmed. Viking film their TV adverts across the world and in this post I break down each advert into their filming locations.

Each adverts filming location is split by the time it is displayed on the advert.

Which Castles Are in The Viking Cruises TV Advert?

The 2020 Viking Cruises advert shows Aggstein Castle in Austria, Highclere Castle in Hampshire, Katz Castle in Germany, and Rheinstein Castle also in Germany. The 2021 Viking Cruises advert shows Pfalzgrafenstein Castle in Germany.

Viking Cruises 2021 Advert Filming Locations

In 2021 Viking released a new TV advert entitled ‘Welcome Back to The World’. This advert was the first since the cruising shutdown of 2020.

The advert was filmed in locations across the world, from Norway to Japan, Australia, Turkey, Hungary and Germany.

The full advert can be seen below:

Lofoten, Norway – 2021 Filming Location 1

Lofoten is an island group located in Nordland, Norway. It is famous for it’s dramatic mountains, beaches and bays. The current population of Lofoten is 24,500 and there is evidence of humans living in Lofoten going back for 11,000 years.

Lofoten is 112 miles north of the Arctic circle and in summer the sun does not set.

Lake Kawaguchi – 2021 Filming Location 2

Lake Kawaguchi borders the towns of Fujikawaguchiko and Minobu in Japan and the second largest of the Fuji Five Lakes.

It is one of the best places to see Mount Fuji.

The lake is a popular destination for many with hotels and campsites located there. The lake itself reaches a little over 15 metres in depth and has 19km of shore line.

Sydney, Australia – 2021 Filming Location 3

Sydney is the capital of New South Wales, Australia. There are two cruise terminals located within Sydney and 8 more along the coastline of New South Wales.

It is a very popular cruise destination with many cruise lines sailing regularly from Sydney. Royal Caribbean, Norwegian Cruise Line , Celebrity, and Princess all sail regularly from the port as do multiple Australian cruise lines.

The scene shown in the 2021 Viking Cruises TV Advert is that of the Sydney Opera house which is passed by cruise ships docking in the port.

Library of Celsus, Turkey – 2021 Filming Location 4

The Library of Celsus was built in 100AD and is one of the only remaining examples of a library from the Roman empire.

At the time the building was the third largest library in the world.

The interior of the building was destroyed by a fire and the front wall shown below is all that remains. It is a very popular destination to visit on cruises that visit the port of Kusadasi. I took an excursion to visit the library in 2019 with Celestyal .

To learn more about that cruise, and how we managed to visit two cruise ports per day, check out this post: What Celestyal Cruises REALLY Like? – Daily Photo Diary and Review

Suleymaniye Mosque, Turkey – 2021 Filming Location 5

The Suleymaniye Mosque, is located in Istanbul, Turkey. It’s estimated that the foundation dates to around 1550.

For almost 500 years the mosque was the biggest mosque in the city before being overtaken by the Çamlıca mosque in 2019. The mosque is one of the most recognisable sights in Istanbul and is very popular with tourists visiting the country.

Budapest, Hungary – 2021 Filming Location 6

Budapest is the capital city of Hungary and is one of the most visited countries in Europe. On an average year 12 million tourists visit the city.

33% of all Hungarian residents live in Budapest. I have visited Budapest on a number of occasions and it is one of my favourite cities in Europe. There is LOTS to see and do, the city always feels very safe and clean and it is cheap too (coming from the UK).

Budapest is particularly popular on river cruise itineraries as the river Danube runs through the city. On the sides of the river Danube are Buda and Pest. The name Budapest was given in the 1870s to signify the unification of the two sides.

To learn more about the river cruise I took that started in Budapest, check out this post: Saga River Cruise – Review and Guide (Food, Entertainment, Ships, and More) .

Pfalzgrafenstein Castle, Germany – 2021 Filming Location 7

Pfalzgrafenstein Castle is a toll castle located on Falkenau island. Nicknamed the ‘Pfalz’ the castle has been turned into a museum.

The castle was originally built in the 1300s and had additions made to it in the 1600s and 1700s. It collected tolls until 1867.

Viking Cruises Ocean Cruising 2020 Advert

In 2020, Viking released an advert called Reinventing Ocean Cruising. The advert focused on the cruise lines quality as well as the extended time spent in ports.

Venice, Italy – 2020 Ocean Filming Location 1

Venice is located in the north of Italy and is made up of 118 small islands.

Until 2020 cruise lines were able to freely dock in the centre of Venice but following a call to ban cruise ships this is no longer the case.

Cruise ships will still be docking in Venice in future but will not be docking directly in the heart of the city due to concerns about the ships damaging the landscape of Venice.

Venice is a very popular tourist destination and is often voted as one of the most beautiful destinations in the world. Popular tourist destinations to visit include the Rialto Bridge, Saint Marks Basilica, St Mark’s Square and the bridge of Sighs.

Santorini, Greece – 2020 Ocean Filming Location 2

Santorini is an island in the Aegean sea around 200km south of the Greek mainland. The port is a very popular tender port where passengers have to use tender boats to get to land.

To learn more about what it is like to tender on a cruise, including how to skip the lines, check out this post: Cruise Ship Tendering – 5 Tips You NEED to Know .

Santorini is visited by 2 million tourists annually and the white buildings with blue roofs have become instantly recognisable worldwide.

Geirangerfjord, Norway – 2020 Ocean Filming Location 4

The Geiranger Fjord is a fjord in the Møre og Romsdal county of Norway. It is a 15km part of the Sunnylvsfjorden.

Geiranger Fjord is a very popular port on many Norwegian Fjord itineraries. It is recognised as a UNESCO world heritage site and is one of the most scenic ports in the world.

If you are considering a cruise to Norway, check out my top tips, Norway is one of my favourite cruise destinations but you need to be prepared: Norwegian Fjords Cruise: 32 Tips You NEED to Know .

Viking Cruises River Cruising 2020 Advert

In 2020 Viking cruises released a river cruise advert showing the most popular river cruise destinations across Europe.

Aggstein Castle, Austria – 2021 River Filming Location 1

Aggstein castle is located in Austria on the river Danube. The castle ruins are open to tourists and visiting the castle provides views over the Wachau Valley.

The ruins date back to medieval times and are approximately 480 feet above sea level.

Budapest, Hungary – 2020 River Filming Location 2

Schloss schönbühel, austria – 2020 river filming location 3.

The Schloss Schönbühel castle is located in a town in Austria called Schönbühel-Aggsbach. The castle is located on the river Danube.

The castle was built as a defence fortress in the 12th century and is approximately 40 feet above sea level.

Highclere Castle, Hampshire – 2020 River Filming Location 4

Highclere Castle is a grade one listed country estate located in a 5000-acre estate in Hampshire, England. The castle was built in 1679 and renovated in the 1840s.

Highclere Castle is now famous as being the location where the TV show Downton Abbey was filmed.

Prior to Downton Abbey the castle needed million of pounds spent on repairs, an increase in tourism following the show allowed the family that own the castle to return it to its former glory. The castle is now open to the public.

Katz Castle, Germany – 2020 River Filming Location 5

Katz castle is located in Germany and was first built in 1371. The castle is currently privately owned and tourists are not able to visit.

The castle mostly consists of one large tower and one great hall.

Rheinstein Castle, Germany – 2020 River Filming Location 6

Rheinstein Castle is located in Germany near the town of Trechtingshausen. The castle was first built in 1316 and was rebuilt during the 19th century.

The castle has amazing views of the Rhine river and is open to the public. In the 1980s the castle was handed down to the Rhine family, who donated the castle to the German government to be used as a museum.

I have cruised with Viking and LOVED the experience.

To learn more about what surprised me about the cruise line, check out this post:

Viking Cruises, Review and Daily Diary

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P&O Cruises releases new TV advert featuring Sam Fender track

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P&O Cruises will air the final TV advert of a four-part series from today (October 13).

The advert – called F amily and the Fjords – features singer-songwriter Sam Fender’s track Getting Started and the Abta logo at the end.

It was filmed on the line’s newest ship,  Iona , in Stavanger and Olden, both Norway.

P&O Cruises confirmed this will be the final advert in the Holidays As Varied As You series.

Agents can access the advert via the line’s asset bank website and use it across their individual marketing channels.

Previous ads in the series included  A Night At Sea , The Big Kid and Old Friends, New Places.

You can watch the advert in full here:

Each of them feature real life relationships including a married couple; a parent with their child; and two friends.

P&O Cruises president Paul Ludlow said: “We’re delighted that through Sam’s music we can tell the story of how a P&O Cruises holiday offers guests exceptional experiences to share with their loved ones.

“In this particular ad, the family can be seen enjoying once in a lifetime shore experiences set against the stunning fjords landscape – a far cry from the traditional beach and sunbed adverts we have been used to at this time of year.”

He added: “At a time when money must go further, a P&O Cruises holiday continues to offer excellent value for every member of the family, with accommodation, full board meals, theatre shows, live bands and supervised round-the-clock complimentary children’s clubs, all included.

“Guests can also rest assured that they can pay for everything on board with the Great British pound, making their holiday money go even further.”

More:  P&O Cruises unveils new TV advert

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Fred Olsen targets new-to-cruise with TV ad campaign

Fred Olsen Cruise Lines has launched a series of adverts aimed at targeting a new cruise audience.

The ads will run alongside Channel 4’s popular Life in the Sun show and are part of a new six-month sponsorship deal.

The first Fred Olsen-sponsored advertisement aired on Channel 4 on 1 October, ahead of A Place in the Sun.

Other advertisements will also appear alongside associated lifestyle programmes, A New Life in the Sun and Sun, Sea and Selling Houses , shown across Channel 4 and More 4.

The advertisements, featured at the beginning and end of the programmes and during breaks, will focus on a number of exotic destinations the cruise line will visit in 2020/21, such as Australia , Indian Ocean, Japan , South America and Thailand.

Fred Olsen’s sales and marketing director, Jackie Martin , said:

“This marks the start of an exciting six months of sponsorship, showcasing our brand to a whole new audience.

“While we know that these viewers are already hugely interested in travel, many of them will never have cruised before. So, this is a great opportunity to introduce them to the wonderful world of cruising with Fred Olsen.

“Like Fred Olsen, Channel 4 and More 4 are both much-loved and respected brands, making this new partnership the perfect fit.”

For further information, visit fredolsencruises.com.

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Date: Duration:

23rd Mar 2026 20 Nights

Itinerary: Fly to Singapore > Singapore (Deluxe Hotel Stay) > Embark Celebrity Solstice in Singapore > At Sea > Bali (Benoa), Indonesia > At Sea > Darwin, Australia > At Sea > Port Douglas, Australia > Cairns (Yorkey's Knob), Australia > Airlie Beach, Australia > At Sea > Sydney, Australia (Deluxe Hotel Stay) > Sydney, Australia. Fly to UK > Arrive UK

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14th May 2025 12 Nights

Itinerary: Fly to Rome, Italy (Deluxe Hotel Stay) > Rome, Italy (Deluxe Hotel Stay) > Embark Celebrity Ascent in Rome (Civitavecchia), Italy > Olympia (Katakolon), Greece > Corfu, Greece > Split, Croatia > Dubrovnik, Croatia > Bar, Montenegro > Messina, Sicily > Naples (for Capri), Italy > Rome (Civitavecchia), Italy. Fly to UK

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17th Sep 2025 12 Nights

Itinerary: Fly to Rome, Italy (Deluxe Hotel Stay) > Rome, Italy (Deluxe Hotel Stay) > Embark Celebrity Ascent in Rome (Civitavecchia), Italy > Corfu, Greece > Dubrovnik, Croatia > Split, Croatia > Bar, Montenegro > Olympia (Katakolon), Greece > Messina, Sicily > Naples (for Capri), Italy > Rome (Civitavecchia), Italy. Fly to UK

• FREE Drinks Package (Worth Over $1170)
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23rd Nov 2024 13 Nights

Itinerary: Fly to Miami, USA (Deluxe Hotel Stay) > Miami, USA (Deluxe Hotel Stay) > Embark Celebrity Eclipse in Fort Lauderdale, USA > Tortola (Road Town), British Virgin Islands > Saint John's, Antigua > Bridgetown, Barbados > Roseau, Dominica > Basseterre, Saint Kitts & Nevis > Fort Lauderdale, USA. Fly to UK > Arrive UK

• 2-Night Deluxe Hotel Stay in Miami
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4th Oct 2025 18 Nights

Itinerary: Fly to Vancouver, Canada (Deluxe Hotel Stay) > Vancouver, Canada (Deluxe Hotel Stay) > Embark Norwegian Jade in Vancouver, Canada > At Sea > Sitka, Alaska > Skagway, Alaska > Ketchikan, Alaska > At Sea > Seattle, USA > Astoria, USA > At Sea > San Francisco, USA > At Sea > Santa Barbara, USA > San Diego, USA. Fly to Las Vegas, USA (Deluxe Hotel Stay) > Las Vegas, USA (Deluxe Hotel Stay) > Las Vegas, USA. Fly to UK > Arrive UK

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Itinerary: Fly to Singapore > Singapore (Deluxe Hotel Stay) > Embark Norwegian Dawn in Singapore > Phuket, Thailand > Colombo, Sri Lanka > Malé, Maldives (Overnight Port Stay) > Malé, Maldives > La Digue, Seychelles > Port Victoria, Seychelles > Nosy Bé, Madagascar > Port Louis, Mauritius (Overnight Port Stay) > Mauritius (Deluxe Hotel Stay) > Mauritius. Fly to UK > Arrive UK

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3rd Jan 2026 22 Nights

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20th Feb 2025 20 Nights

Itinerary: Fly to Miami, USA (Deluxe Hotel Stay) > Miami, USA (Deluxe Hotel Stay) > Embark Norwegian Bliss in Miami, USA > Cartagena, Colombia > Colón, Panama > Transit Panama Canal > Puntarenas, Costa Rica > At Sea > Puerto Quetzal, Guatemala > At Sea > Manzanillo, Mexico > Puerto Vallarta, Mexico > Cabo San Lucas, Mexico > Los Angeles, USA (Deluxe Hotel Stay) > Los Angeles, USA. Fly to UK > Arrive UK

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24th Sep 2024 12 Nights

Itinerary: Fly to Rome, Italy (Deluxe Hotel Stay) > Rome, Italy (Deluxe Hotel Stay) > Embark Norwegian Epic in Rome (Civitavecchia), Italy > Santorini, Greece > Athens (Piraeus), Greece > Mykonos, Greece > Corfu, Greece > Valletta, Malta > Messina, Sicily > Naples (for Capri), Italy > Florence/Pisa (Livorno), Italy > Rome (Civitavecchia), Italy. Fly to UK

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30th Aug 2025 12 Nights

17th Feb 2026 15 Nights

Itinerary: Fly to Singapore > Singapore (Deluxe Hotel Stay) > Embark Celebrity Millennium in Singapore > At Sea > Bali (Benoa), Indonesia > Bali (Celukan Bawang), Indonesia > At Sea > Kuala Lumpur (Port Klang), Malaysia > Penang (Georgetown), Malaysia > Phuket, Thailand > At Sea > Singapore. Fly to UK > Arrive UK

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13th Jan 2026 18 Nights

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28th Sep 2025 19 Nights

Itinerary: Fly to Honolulu (Oahu), Hawaii (Deluxe Hotel Stay) > Honolulu (Oahu), Hawaii (Deluxe Hotel Stay) > Embark Oceania Regatta in Honolulu (Oahu), Hawaii > Nawiliwili (Kauai), Hawaii > Kahului (Maui), Hawaii > Kailua-Kona, Hawaii > Hilo, Hawaii > At Sea > Nuku Hiva, French Polynesia > At Sea > Rangiroa, French Polynesia > Raiatea, French Polynesia > Bora Bora, French Polynesia (Overnight Port Stay) > Bora Bora, French Polynesia > Papeete (Tahiti), French Polynesia (Deluxe Hotel Stay) > Papeete (Tahiti), French Polynesia. Fly to UK > Arrive UK

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I stayed in a balcony cabin on Royal Caribbean's 2 newest and largest cruise ships. One was clearly better — and $900 cheaper.

Posted: April 27, 2024 | Last updated: April 28, 2024

• Icon of the Seas and Wonder of the Seas are Royal Caribbean's newest and largest cruise ships.
• I stayed in both of their balcony staterooms — a $130-per-person-per-day difference.
• Icon's pricier cabin looked more modern but lacked the functionality and comfort of Wonder's.

Do you know what $900 could buy you? More than three years of Netflix's premium plan, a new Gucci purse, or 2,059 spicy chicken McNuggets.

Or, in the case of Royal Caribbean's two largest and newest cruise ships , the cash could mean the difference between a cheap but functional balcony cabin and, ironically, a more expensive but less comfortable one.

Staterooms with balconies are the most popular cruise cabin category. After all, if you're going on a vacation at sea, wouldn't you want to be able to feel its breeze from your room?

But not all cabins with private outdoor spaces are created equal, even on two new mega-ships owned by the same cruise line.

I sailed on Royal Caribbean's Wonder of the Seas in 2022 and its larger successor, Icon of the Seas, in January.

Royal Caribbean assigned me an ocean-view balcony cabin for both complimentary sailings, the longest of which was three nights on Icon.

Both ships are operating seven-night cruises around the Caribbean in 2024.

About 66% of Wonder's cabins fall under the 'balcony' category. On Icon, they make up half of the staterooms.

Wonder of the Seas' balcony cabins start shy of $1,110 per person in 2024.

Even with nearly identical itineraries, the ones on Icon are, at their cheapest, a little more than $2,000 per person this year — or double that for the a New Year's cruise.

Wonder and Icon are the most boisterous, flamboyant, and overwhelming vessels I've ever boarded.

The pool decks were intensely colorful, the crowds were inescapable, and the long lists of activities and dining options were paralyzing.

So imagine my surprise when I unlocked my doors to find surprisingly bland rooms.

The neutral tans, blues, and whites did not scream "we belong on the world's biggest and most colorful cruise ships."

The vessels have an almost two-year age difference, as evidenced by some of their decor (mainly Icon's recessed mood lights and the more chic, darker wood tones).

But besides the light fixtures, rugs, and — frankly negligible — wall art and pillows, both cabins were fairly underwhelming compared to everything outside their front doors .

Aesthetics aside, let’s talk functionality.

Both had furnished 50-square-foot balconies.

Regarding the interior space, my 204-square-foot cabin on Icon of the Seas was 22 square feet larger than mine on Wonder.

In retrospect, I would've thought Icon's was smaller. More on that in a bit.

Both king-sized beds faced a television and some wall storage.

And both were flanked by light fixtures with built-in USB outlets, as is expected on most modern cruise ships.

The cruise line says the ships' balcony cabins use two twin mattresses that have been "converted" to make a king bed. It's a common practice I've never had an issue with — until Icon.

On Wonder, the plush pillows enveloped me the moment I laid down. I slept great. No complaints.

Unfortunately, I can't say the same for the new ship.

I (my back pain) could feel the hard ridge where the two mattresses met, making for a pretty miserable and uncomfortable sleep.

So much for starfishing — I kept to one side of the bed to avoid rolling over the bony bump.

For the most part, the living “rooms” were the same.

Both had the same furniture I see on almost every mass-market ship: a couch that could convert into a bed and a desk that extended into a dresser.

But storage, a high priority for cruisers, was organized differently.

Two thin wardrobes with drawers, hangars, and shelves surrounded either side of my bed on Wonder .

Icon, on the other hand, had one large wardrobe next to the living room.

Unfortunately, it had noticeably less shelving. And the metal bins let out ear-piercing screeches at every move — a lazy and annoying detail that the designers could've easily fixed with cheap felt pads.

So far, the differences have been small. But not for long.

I had two gripes with my Wonder bathroom: the lack of hair conditioner and the ill-positioned faucet that flooded the counter whenever I washed my hands.

I had the same issues on Icon. But that was the least of my concerns.

My bathroom on the older ship was well-sized for 1 person, but maybe too small for 2.

On Icon — the world's largest cruise ship — my bathroom was too compact for even one body.

Michael Bayley, the president and CEO of Royal Caribbean International, told reporters in January that 80% of Icon's 2,805 cabins were designed for families, a sharp increase from previous vessels like Wonder.

I'm not sure a family of four could coexist in Icon's balcony cabin — solely because of the bathroom size. There's no way two people could fit in there simultaneously. A fight over who gets priority access to the toilet could ruin a peaceful family vacation! (Which is to say, I'm glad I was traveling alone.)

With the bathroom door closed, I accidentally elbowed the walls more times than I could count.

The spare towels had to be stored on a shelf inside the shower. Because the counter was so small, I had to keep most of my toiletries and products on the shelves or in the drawer.

Surprisingly, that's where Icon excelled. Its bathroom had more storage options than its older counterpart, which didn't even have a drawer.

However, the older ship's shower had a clothesline perfect for drying swimwear. It's a small but crucial amenity, especially on a vessel with so many pools and waterslides.

Unfortunately, both were stocked with two-in-one body wash and shampoo — and no hair conditioner

Let’s go through our checklist.

My balcony cabin on Wonder looked less modern than its successor (the TV on Icon had Chromecast, after all).

But it was significantly more functional and comfortable. The bed was incomparably more pleasant, the closets had more defined storage components, and the bathroom was considerably larger, even if it lacked additional shelving and drawers.

The question is: Which one is more worth its price?

Icon's cheapest balcony cabins are currently $900 more than the most affordable ones on Wonder — an almost $130 per person and day difference.

Based on the quality of the staterooms alone, if you prioritize functionality, comfort, and affordability over modern decor, consider saving money and going with the two-year-old ship .

But let’s not forget that cruise fares include unlimited food, on board activities, and nighttime entertainment.

Both ships have a fairly similar list of amenities. But only the newer one has a waterpark , an adult-only infinity pool club, and a swim-up bar, to name a few unique amenities.

So yes, Icon's balcony cabins are more costly. But the staggering price difference — and tiny bathroom — could be worth it if you think the its surplus of additional amenities is worth paying for.

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Amazon’s Prime Video and Netflix are crashing TV’s ad-selling party

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Over the last decade, streaming video platforms have gradually siphoned away viewers from traditional TV networks. But next month, they will be confronting the legacy outlets on their own turf — by going directly for their advertising dollars.

For the first time, Amazon Prime Video and Netflix will both be part of what has long been known as “TV Week,” also called the “upfronts.” It’s the official start of the ad-selling season where advertisers commit their spending for the fall TV season that launches in September.

Netflix, for example, will hold a presentation and an all-day interactive event called “The Netflix Experience” at Manhattan’s Chelsea Piers, where advertisers will get sneak peeks at new seasons of its top shows, including “Bridgerton,” “That ‘90s Show,” and “Squid Game,” along with unscripted properties such as a roast of retired NFL superstar Tom Brady.

The week, which starts annually on the second Monday in May, is a rite of spring for advertisers and media buyers who travel around New York for lavish programming presentations, followed by parties where booze flows freely and large quantities of jumbo shrimp are consumed.

Following the show-and-tell, executives decide where to place their advance orders for commercial time, which guarantees the number of viewers reached and typically provides better pricing than if they waited to buy closer to airtime. Media Dynamics, a firm that tracks the data, put the total for the 2023-24 season at $27 billion, which includes $8.3 billion for streaming services.

As ratings for traditional TV continue to erode, media buyers say they welcome the opportunity to reach viewers through high quality programs on the massive streaming platforms. Outside live sports, younger viewers have largely abandoned traditional TV for streaming, and more advertising dollars are following them. Amazon and Netflix are smelling blood and are looking to commercials as a source of revenue growth for their streaming operations.

Ted Harbert, a veteran network executive who participated in numerous upfronts over his career, sees Amazon and Netflix’s full scale push into the ad market as a symbolic statement of their intentions.

“It’s not ‘If you can’t beat ‘em, join ’em,’” Harbert said. “It’s more like, ‘We can take these guys. We’ve got a product that’s more attractive than theirs.’”

The upfronts have evolved over the last decade. After long serving as the domain of broadcast networks ABC, CBS, NBC and Fox, they now prominently feature the streaming operations of their parent companies. CBS, which held presentations at Carnegie Hall, now has its sales executives meet privately with ad executives. Google’s YouTube joined the festivities several years ago with expensive star-studded presentations.

But some upfront traditions remain frozen in time. NBC parent Comcast, Fox Corp., ABC owner Walt Disney Co. and Warner Bros. Discovery have been locked into the same upfront schedule for years. Stars still show up onstage at the events and will pose for photos with ad buyers at parties.

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Amazon has stayed on the outskirts of the marquee week in recent years as it courted advertisers for the NFL’s “Thursday Night Football” package and free ad-supported streaming service Freevee. The company’s move to May 14 at the downtown Manhattan venue Pier 36 comes with a major initiative — a lower-priced, ad-supported subscriber tier of Prime Video announced in the fall.

While Amazon has not disclosed the number of subscribers for the ad tier, media buyers expect the move to add a significant amount of commercials to the market. Prime Video subscribers are automatically enrolled in the ad-supported tier unless they pay extra to watch commercial-free.

Prime Video currently accounts for 2.8% of all TV viewing in the U.S., according to Nielsen data for March. In an April 11 letter to shareholders, Amazon Chief Executive Andy Jassy said Prime Video has the potential to reach 200 million viewers monthly.

Amazon and Netflix could find the field crowded as legacy media companies are already trying to steer more advertising dollars into their streaming services (the average household has 3.8 subscriptions, according to a report by research firm MoffettNathanson). Even AMC Networks, a smaller player, is introducing ad-supported tiers of its streaming channels, which include AMC+ and Shudder.

“You’re adding a massive amount more supply to the marketplace and way outpacing any kind of increase in demand,” said David Campanelli, executive vice president and chief investment officer for Horizon Media, an ad-buying firm “What it does is it helps bring down ad pricing for streaming overall.”

Netflix stepped into the ad sales business last year with a new, lower-priced tier for subscribers willing to sit through commercials. In 2023, the company gave a virtual presentation to advertisers on the day vacated by CBS. (The company had planned a live event but decided to avoid the potential optics of having Writers Guild of America members picketing outside during what many described as “the Netflix strike.”)

Netflix has said its ad-based plan has 23 million monthly active users — a small slice of its total of 270 million subscribers. Fewer than 10 million of the ad-tier users are in the U.S., according to ad firms that have done deals with the company (Netflix has not revealed ad revenue in its earnings and has not disclosed the domestic ad-tier subscriber number).

On a recent investor call, Netflix co-Chief Executive Greg Peters touted the growth of ad-tier users, up 65% quarter to quarter, but acknowledged the company has “much, much more to do in terms of scaling.”

Netflix’s small number of ad-tier subscribers was reportedly a sticking point with marketers during last year’s upfront dealmaking with Netflix. But several media buying executives, who declined to speak on the record ahead of negotiations, say they want to be involved with Netflix early to establish relationships as its advertising initiative grows.

Netflix accounted for 8.1% of all U.S. TV viewing, according to Nielsen data for March.

Part of the appeal of Netflix‘s entry into advertising is the ability to have products integrated into its programs that have the potential to hit a pop culture sweet spot. While some series and movies cannot carry commercials due to preexisting agreements with producers and studios, about 90% of Netflix programming is available for advertising.

Ad-buying executives said they are impressed so far with the range of formats Netflix is providing to their clients.

Frito-Lay’s Smartfood brand was a title sponsor for a recent season of reality dating show “Love Is Blind.” It’s an example of how everything old can be new again as the streaming world adopts traditional TV conventions, echoing how viewers back in the day would see a box of Post cereal and other brand-name products during the end credits of “The Andy Griffith Show.”

The streamer’s move into live events is also offering sponsorship opportunities. Skincare product maker La Roche-Posay signed up to have a presence on the Netflix Slam tennis event. T-Mobile and Nespresso were sponsors of the Netflix Cup golf tournament.

Ad executives say a major enticement for their clients is the chance to use Netflix’s intellectual property in commercial campaigns. In a first for the streamer in the fall, insurance company Geico used the main character from the Netflix animated film “Leo,” which stars Adam Sandler as a classroom pet lizard. The spots showed Leo getting some pointers during the commercial shoot from Geico’s veteran spokes-gecko, Martin.

Advertisers will also soon have the chance to have their spots appear when users pause whatever program they are watching for five seconds or more. For the Netflix ad-tier subscriber, there will be no escape.

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You may occasionally receive promotional content from the Los Angeles Times.

Stephen Battaglio writes about television and the media business for the Los Angeles Times out of New York. His coverage of the television industry has appeared in TV Guide, the New York Daily News, the New York Times, Fortune, the Hollywood Reporter, Inside.com and Adweek. He is also the author of three books about television, including a biography of pioneer talk show host and producer David Susskind.

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Advertisers share early reactions to Amazon Prime Video ads and the perks it's offering: 'They have a very strong seat at the table'

• Amazon's Prime Video ads are having early success with advertisers.
• Amazon is winning over advertisers with generous price incentives and sponsorships.
• Some think its prices are still too aggressive given soft ad demand, though.

Three months into launching ads, Amazon's Prime Video is making a positive early impression with advertisers as it prepares to make its first big sales pitch , asking advertisers to make yearlong commitments during the upfront — TV's biggest selling season of the year. TV ad sellers are scheduled to make their official pitches in May.

Business Insider spoke with five top TV ad buyers who asked for anonymity to discuss sensitive negotiations. Some buyers said they were already seeing positive results. One said a handful of advertisers tested the platform and saw a bump in sales on Amazon. Based on that early data, the buyer predicted Amazon could get as much as 15% of advertisers' video budgets this year, which would rank it among the top connected TV ad sellers, YouTube and Hulu.

"I've seen enough positive trends that I'm more leaned in than I was originally," the buyer said.

Notably, Amazon has budged a bit on the price of Prime Video ads, bringing its initial asks for $30 CPMs (or the cost to reach 1,000 people) down to more competitive rates for premium connected TV inventory from companies like YouTube, which can be around $25 . Amazon has also over-delivered on advertisers' reach goals with its initial campaigns, ad buyers said.

Wall Street thinks the ad offering will drive upward of $5 billion in revenue for Amazon, mostly from ads, as well as revenue from viewers who pay $3 a month to opt out of seeing ads. The consensus among advertisers is that traditional TV companies like Comcast and Disney stand to lose the most to Amazon. Ads for Etihad, Best Western, Samsung's Galaxy, and Listerine were among those recently seen on the service.

Amazon is also staffing up for Prime Video sales teams , recently hiring ad veteran and former NBCUniversal sales exec Krishan Bhatia as VP of global video advertising for Amazon Ads.

Advertisers' initial reaction to Prime Video ads was mixed

Advertisers reacted with a mix of excitement and skepticism when Prime Video entered the TV ad market last year . With a large video audience, tons of information on what people buy, and an established ad sales operation, Amazon enabled advertisers to reach viewers who are now fragmented across multiple platforms like Disney, YouTube, and Netflix. Amazon estimated Prime Video ads would reach 115 million monthly viewers in the US.

Amazon's timing wasn't ideal as most ad budgets were already committed for 2023, though advertisers would unlikely commit big dollars to a brand-new platform anyway. Two of the buyers said Amazon also asked for CPMs of upwards of $30, more than twice what other streamers were charging for similar inventory.

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But the skepticism was short-lived as Amazon set Prime Video up for success in several ways.

It offered big discounts to lure advertisers and ensure there were enough of them that viewers wouldn't see the same ad over and over. The first buyer said they were offered 25% bonus ad impressions for certain first-time advertisers spending $200,000, which the buyer described as "definitely a strong incentive." A second buyer noted Amazon was charging low adtech fees to manage ad campaigns, making it particularly competitive with YouTube.

Amazon made ads the default experience for viewers, which ensured it would have a big audience from the start. The promise of a sizable audience made it attractive to advertisers and meant that at least some saw their campaigns reach more impressions than promised.

Amazon is capping ads at three and a half minutes per hour, The Wall Street Journal reported , which is lower than all the other major streamers . It's a way to limit audience pushback while appealing to advertisers who worry their ads will annoy viewers.

It's also taking a page from the traditional TV playbook, with big sponsorships including product integration tied to ad-friendly programming like the new MrBeast reality TV show, "Beast Games." Advertisers were told they have to spend at least $10 million to participate, the second buyer said.

Success isn't a given for Amazon heading into the upfronts

As is typical of advertisers, some say Amazon's prices are still too high and can be expected to use the soft ad market and competition to haggle. As an example, the second buyer said Amazon was asking advertisers to more than double their spending this year over last year to run on Prime Video, calling it "insane."

Advertisers' ads may get better sales results on Amazon if they create customized ads and monitor their performance, work that not all are prepared to do. Amazon will also have to start regularly sharing data showing advertisers how many people are actually watching Prime Video and for how long.

But advertisers agree Amazon is starting from a place of strength.

"I feel like they have a very strong seat at the table this year," a third buyer said.

Watch: With digital business growing, AB InBev's CMO wants to deliver your beer right to your seat

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Ambassador Cruise Line Launches Its First TV Campaign

• April 27, 2023

Ambassador Cruise Line is launching its first TV advertising campaign featuring its crew and entertainment team and highlighting the company’s focus on exceptional service, according to a press release.

Gordon Nardini, chief marketing officer at Ambassador Cruise Line, said: “To create standout for the premium value offering we are looking to establish in a very competitive market, our marketing strategy for Ambassador is to highlight our authentic cruising experience including the great service provided by our friendly team that lies at the heart of our premium value product proposition.

  “We wanted the advert to reflect life on board and celebrate the benefits of sailing with Ambassador, where guests enjoy great value without compromising on quality or experience.

  “We feel that the ‘West End’ quality entertainment is one of the elements that make us stand out from our competitors, and that’s why we chose this as the focus of our all-new TV ads.

  “Our aim with these spots is to bring a light-hearted look and feel to the brand while illustrating how our expertise means that we can ensure that our guests enjoy the perfect holiday with us while experiencing the warmest welcome at sea.”

The cruise line’s first-ever TV ad will debut on Thursday, April 27, and will air on various linear and satellite channels throughout 2023. It was designed to increase awareness of the value of the Ambassador’s offering within the cruise sector. The TV spot, filmed against the backdrop of the Ambience, highlights the story of how the onboard team goes to lengths to offer excellent service at sea. 

The ad features a musical number set to ‘Enjoy Yourself…’ (the 1949 classic Ambassador used in its campaign in 2022) but the lyrics are altered to reflect what it’s like to be onboard an Ambassador sailing. The ad starts by introducing the viewer to the cruise line before Ambassador’s Cruise Director George brings the curtain up.

  The ad is part of a broader marketing initiative to be advertised across communication channels including TV, radio, print media, digital and social media. 

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Joe biden stings trump at white house correspondents’ dinner: “donald has had a few tough days lately. you might call it stormy weather”, breaking news.

Broadcast TV Ad Sales Pioneer Jo Ann Ross Ends Decades-Long Run At CBS And Paramount Global

By Dade Hayes

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Jo Ann Ross , whose lengthy run as the head of ad sales at CBS represented a breakthrough for a woman in the traditionally male-dominated field, is formally winding down her tenure at Paramount Global .

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During her run at CBS, which coincided with the network’s rise to ratings dominance, Ross made a splash each year at the company’s upfront presentation to advertisers at New York’s Carnegie Hall. She took evident satisfaction from helping front a number of over-the-top set pieces. One memorable one featured her wearing a skirt onto which overt messages like “BUY” and “YOUR AD HERE” were flashed.

Ross joined CBS in 1992 as VP of Olympics advertising, helping the network’s efforts for three straight Winter Games telecasts. She later became the first woman to lead a broadcast network’s ad sales troops and went on to become the longest-tenured head of sales in television, according to Bakish’s memo.

Ross played a role in helping the company reap record-setting revenue and viewership for last February’s Super Bowl, Bakish noted. The top exec called Ross “a driving force for the advancement of our company and the industry at large.”

Here is Bakish’s full memo:

Team,   As our ad sales organization continues its momentum, Jo Ann Ross has decided to step down from her role as Chairman of Paramount Advertising at the end of the month, having helped prime our sales team for another strong Upfront season. Jo Ann has steered our advertising business from one milestone to the next. She oversaw the successful integration and evolution of our combined ad sales organization in the midst of the pandemic. She was also instrumental in reimagining our Upfront last year, a format that others have tried to replicate. More recently, Jo Ann was essential in our efforts to deliver a historic Super Bowl LVIII that set a record for viewership and gross ad revenue, topping off an impressive roster of storied Super Bowls since joining CBS in 1992. In a career defined by “firsts,” Jo Ann has been a driving force for the advancement of our company and the industry at large. Her legacy is simply unmatched as the longest-tenured sales head in television and the first woman to serve as sales chief of a broadcast network. Again and again, she’s shown a natural ability to create tremendous value for our advertising clients and for Paramount, tapping into new areas of growth and developing game-changing partnerships. From the early days of establishing unprecedented brand integrations for now iconic franchises like Survivor, to the launch of Paramount+ and the expanded premium streaming video opportunity for advertisers, to her integral role in the formation of our ongoing partnership with TNT Sports for the NCAA Tournament, Jo Ann has had an indelible impact that will continue for years to come. A dedicated mentor, Jo Ann has paved the way for countless others. She was pivotal in the creation of The Exchange, which brings together women leaders in advertising to foster meaningful connections and conversation, and the ANA’s SeeHer movement to increase the representation and accurate portrayal of women and girls in media, marketing and entertainment. She also facilitated the development of Paramount’s Sales Associate program, an initiative to diversify the sales team’s entry-level workforce pipeline. Jo Ann’s unwavering commitment to making a difference extends to her longtime support of Memorial Sloan Kettering’s annual Cycle for Survival and her work as an active board member of Reisenbach Philanthropies, the Ad Council, the International Radio and Television Society, the Video Advertising Bureau and FourBlock, an organization for veteran career readiness. Above all, Jo Ann cares deeply about her teammates, clients and peers — relationships built around trust, respect and reliability as hallmarks of her character and trailblazing career. Her passion for her work and determination to win have made Paramount a must-buy and key partner to the biggest advertisers in the world. And, under the continued leadership of John Halley, the sales organization is well positioned for future success. I hope you’ll join me in thanking Jo Ann for her incredible service, stewardship and contributions to Paramount and our industry. We will miss her and her infectious sense of humor, and we wish her the very best. Bob

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