The Sked: PROMO WATCH

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>The most recent Promo Watch numbers are based on prime time broadcast network programming between April 18 and April 24, with about 8 hours of programming sampled for each network over that period.  (Click “read more” to see the latest chart.)


CBS.  In a very unusual move for The Eye, CBS is pushing an on-air promotion priority at saturation levels.  The Hawaii Five-O/ NCIS: Los Angeles crossover event starts Monday at 10/9C on Five-O and pays off Tuesday at 9/8C on NCIS: LA (two teams of law enforcement officers — none of whom works for the Centers for Disease Control — battle a possible pandemic).  This stunt is being promoted on CBS at a rate of 51 seconds per hour, a level of support normally seen only on ABC or NBC (which has fewer eyeballs watching each promo).  In addition, CBS is using very long-length spots (often full-minute promos) to get the word out on this.  These sweep stunts often work, and they have the benefit of potentially helping two shows and two nights at once.            


NBC.  The Peacock has doubled down on The Voice, increasing its promotional support to 31 seconds per hour in an effort to turn around the important show’s sagging ratings.  America’s Got Talent (at 17 seconds per hour) has about the same level of support as last week.  NBC’s May Sweep kicks off tonight with a special live 30 Rock episode.  Curiously, this sweep stunt is averaging only 7 seconds per hour over the past week (not enough to make the chart below), less than Fashion Star (11 seconds) and Grimm (10 seconds).         
        
ABC & FOX.  Pretty routine on-air promo priorities over the past week for ABC and FOX, supporting their major series with very little special Sweep stunt activity.  One thing to look for over this coming week: Duets on ABC.  The past few days, the number of promos for Duets has started to increase.  Not enough to make our 10 second per hour threshold for the table below, but if the rate over the last few days holds it will easily make the chart next week.  More significantly, ABC is spending the time and money to do a custom campaign for the summer singing competition show: a 30-second (kind of lame) homage to the Apple MacIntosh “1984” commercial aired last night.  You know, ABC and Duets will save us from a future of dull copycat singing shows.  By bringing us another signing show in which the celebrity judges/mentors sing, too!         

                          PROMO WATCH

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