AT&T’s WarnerMedia is going to spend $14 billion on non-sports content, up from $8.7 billion last year, Brian Lesser, CEO of Xandr, AT&T’s advertising unit, said at a presentation for advertisers on Tuesday. Mr. Lesser’s remarks were part of Xandr’s so-called upfront presentation to advertisers, where companies pitch to brands to spend on their programming before the next television season starts, as opposed to during the season.
During the presentation, AT&T executives pitched how its data, along with WarnerMedia’s programming, will provide advertisers with more opportunities to reach the viewers they want as customers. Not just that, but WarnerMedia is using AT&T’s data to help decide where to put its shows—on its upcoming streaming service or on its linear channels, said Donna Speciale, head of ad sales for WarnerMedia.
Given that a number of WarnerMedia executives are tasked with both creating and licensing shows for the linear channels and streaming service, having that kind of data may be key to WarnerMedia’s success in competing in the streaming wars.