CBS Advertising 2012 UpfrontCBS chief Les Moonves diverted from the pack in this year’s upfront presentations by talking up the ad value of conventional television over digital media. “Everyone is still talking about the first screen, the TV screen,” he told the Carnegie Hall audience. “The first screen must come first, and there’s no second screen without it.” He noted that CBS’ ratings lead its competitors “by the largest margin of any network in 23 years. (Facebook CEO) Mark Zuckerberg was 5.” And he adds that “we feel confident that we’re going to win again.”|

Related: CBS Upfront Presentation: Live Blog

This coming season CBS will broadcast the football’s AFC championship, the Super Bowl and the Grammy Awards over the course of just a few weeks. The company didn’t ignore digital: CBS Entertainment President Nina Tassler says that CBS has 167M fans across social media and that the Grammy ceremony was its biggest social media event. And this month the company launched CBS Connect, a social network site that gives fans opportunities to interact with TV stars. “Integrated sales has become part of our culture,” Moonves says.

Related: CBS’ 2012-13 Schedule: ‘Two & Half Men’ Moves To Thursday, ‘Mentalist’ To Sunday