With about one week of network on-air promotion activity tracked in hit summer shows (those at or above a 2.0 Adult 18-49 rating), each network's marketing strategies are starting to emerge.
FOX is putting its chips on X-Factor and New Girl, and to some extent Terra Nova with shorter form spots. The table below summarizes the number of seconds devoted to on-air promotion within hit summer shows (Hell's Kitchen, MasterChef and So You Think You Can Dance in FOX's case). FOX is taking the strategy of promoting a few shows relentlessly so far.
In contrast, NBC is promoting more shows (and it has more to support) more equitably. Prime Suspect is narrowly in the lead, with Up All Night, Whitney and Playboy Club forming a second tier.
We really need more time to discern the CBS strategy, as their on-air promotion for new fall series was quite low this week. A large amount of promo time this past week was devoted to Sunday's premiere of Same Name (a celebrity -- David Hasselhoff in the premiere episode -- switches places with a regular person with the same name and both learn valuable life lessons in the process). Given the low premiere numbers for Same Name, this choice backfired.
At ABC, Revenge leads the way, but please note the sample includes only one Monday night (Bachelorette and Extreme Makeover: Weight Loss), a night which was interrupted by President Obama and Speaker Boehner to boot.
Keep checking back each week, as these numbers will be updated cumulatively.
ON-AIR PROMOTION SCORECARD
Fall Series Promos (in seconds)
In Hit Summer Shows since July 19
FOX X-Factor 135
New Girl 125
Terra Nova 90
NBC Prime Suspect 75
Up All Night 65
Whitney 65
Playboy Club 60
Free Agents 40
Sing-Off 15
CBS Person of Interest 50
Unforgettable 30
2 Broke Girls 30
ABC Revenge 60
Charlie's Angels 30
Suburgatory 30
Pan Am 30
Note: New fall series not listed
have not been promoted in hit summer
shows during this date span.
To see the list of shows in which
promotion activity is tracked, see
the Summer Broadcast Ratings update.
THE SKED: New Fall Show On-Air Promotion -- July 26 Update
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