>With network on-air promotion activity tracked in hit summer shows (those near or above a 2.0 Adult 18-49 rating) for about four weeks since mid-July, the networks’ promotional priorities are summarized below.
NBC continues its three-tier approach to its new fall shows. Tier 1 is made up of the new comedies Up All Night (with fewer but more impactful :30s) and Whitney (with more frequent but shorter :15s throughout most nights). Both comedies feature zero footage from the pilots in the promos, opting instead for special-shoot promos (slice of life scenes about exhausted new parents for Up All Night and Whitney talking to the camera about women and men and their relationships). Both approaches are moderately funny at best, and it is not a good sign that marketing has already exhausted the comedy gold from the pilots in earlier spots. Tier 2 is made up of the dramas Playboy Club and Prime Suspect, with Playboy moving slightly ahead of Suspect. Playboy uses almost exclusively footage from the pilot, with each spot introducing a different character. Prime Suspect spots use a combination of pilot footage and special material of Maria Bello talking to the camera. Tier 3 is comprised of the also-ran comedy Free Agents and The Sing-Off.
FOX continues to heavily promote X-Factor and New Girl at high levels, with Terra Nova close behind.
Over at CBS, Unforgettable and Person of Interest receive the most promo time (with mostly :30 spots), while 2 Broke Girls is starting to see more :30 spots with small scenes cut from the pilot. Friday night’s A Gifted Man and now How to Be a Gentleman form a very meager bottom tier.
At ABC, Revenge still is the #1 priority, although Charlie’s Angels is catching up fast. With no activity this week, Suburgatory and Pan Am now form a second priority tier. Once Upon a Time and Last Man Standing comprise a third and final tier.
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 680
New Girl 600
Terra Nova 500
NBC Up All Night 360
Whitney 305
Playboy Club 275 (up one place)
Prime Suspect 265
Free Agents 150
Sing-Off 120
CBS Unforgettable 185
Person of Interest 180
2 Broke Girls 160
A Gifted Man 50
How Be Gentleman 10
ABC Revenge 240
Charlie’s Angels 195
Suburgatory 120 (no activity)
Pan Am 105 (no activity)
Once Upon a Time 60 (no activity)
Last Man Standing 45
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.
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