• by Adam Buckman , Featured Columnist, 6 hours ago

The word “fandom” first turned up in a TV Blog in April 2016 that reported on an Upfront presentation staged by Crackle. 

The word came up in a paragraph about the service’s new, ad-supported “multiplex channels” which divided Crackle content into seven categories, one of which was “fandom.” Crackle is now defunct.

The word turned up again in a 2023 Upfront blog that cited the word’s use in two presentations that year -- AMC Networks and Peacock.

Last week, the word "fandom" leaped to the forefront of the Upfronts in New York, where it was used in most, if not all, of them.

“Whether it’s ‘Late Night,’ the ‘Today’ show [NBC], ‘Love Island,’ ‘Traitors’ [Peacock] or even ‘Summer House” [Bravo], we are connecting your brands with our fandoms [italics added] across all platforms,” said Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, onstage at Radio City Music Hall.

“Today, fandom lives far beyond the screen. That means reach and relevance that drives your business outcomes,” said Rita Ferro, president of global advertising at Disney at the Javits Center.

“We look forward to welcoming advertisers to our new Upfront location at the New York City Center where we’ll demonstrate how brands can tap into the powerful fandoms drawn to our massive live sports, news and entertainment content along with one of the most exciting brands in streaming, Tubi,” said Jeff Collins president of advertising sales, marketing and brand partnerships at Fox Corp., in a preview before the Fox Upfront.

“We’re also expanding brand partnership opportunities on Tudum, our official fan site, which generates more than 24M views each month with exclusive content and can’t miss recaps. 

Looking ahead, we’ll offer even more fan-first placements so brands can show up where fandom is already thriving,” said a summary posted on the Netflix news web page after the Netflix Upfront held at Sunset Pier 94 Studios.

“Together we can leverage our legendary universes with passionate, built-in global fandom,” said Dana Nussbaum, executive vice president of worldwide marketing at Warner Bros. Pictures, at the Warner Bros. Discovery Upfront at the Theater at Madison Square Garden.

In the tradition of “Comic Con” and other such “fandom” events, WBD announced a “Con” of its own -- 90 Day Con -- that it hopes will draw fans of TLC’s sprawling “90 Day Fiancé” universe (including the original show and at least 12 spinoffs). The event’s location is not yet known.

Photo courtesy of Fox: Jeff Collins, president of advertising sales, marketing and brand partnerships at Fox Corp., onstage at the Fox Upfront.