>The most recent Promo Watch numbers are based on prime time broadcast network programming between April 2 and April 8, with about 8 hours of programming sampled for each network over that period. (Click “read more” to see the latest chart.)
ABC. Scandal reached an unprecedented level of on-air promotion the week leading up to its premiere, a full 63 seconds of promos per hour in the most recent week sampled. On the three nights leading up to Thursday’s debut telecast, the amount of time devoted to Scandal reached a fever pitch of almost 80 seconds per hour. For anyone watching ABC, it was hard to avoid the spots for the new Shonda Rhimes drama starring Kerry Washington, but viewers largely avoided the show, proving relentless promotion and marketing does not guarantee a good rating. But give ABC credit for pulling out all the stops. Still flying under the radar relatively is Don’t Trust the B- in Apt 23, stuck at 19 seconds per hour this past week. ABC is still counting on Modern Family viewers (one of the most time-shifted shows on TV) to find it at 9:30 pm ET — a tough thing to ask if a viewer is not watching the lead-in live.
NBC. Best Friends Forever was the #1 NBC priority this past week, with 35 seconds of promo time per hour on average. In contrast, Betty White’s Off Their Rockers averaged 13 seconds per hour. A typical combo spot for the new incarnation of “NBC Happy Hour” (previously the Whitney and Are You There Chelsea? duo) was a 30-second promo with 10 seconds given to Off Their Rockers and 20 seconds to BFF. Viewers made it clear they preferred the simple, clear concept of the Betty White prank show over the single-camera comedy about a young couple and the wife’s best friend. NBC could have aired the gag of the two female Best Friends falling into a bathtub at a Scandal-like rate of 60+ seconds per hour and not received a higher rating. In contrast, more time to Betty White and the old folks punking young adults might have yielded an even higher rating, perhaps breaking a 2-rating, which would be NFL-like numbers on NBC Wednesday.
FOX. Glee has emerged as the #1 promo priority on FOX this past week, up to 25 seconds per hour, a fairly strong commitment for FOX. The promos concentrate on the upcoming graduation and sprinkle in some nostalgia, which is always dangerous because it can remind waivering viewers or lapsed viewers that the show has seen better days.
CBS. Continuing its strategy of promoting almost everything with a limited number of shorter-length spots (a lot of 10-second promos), CBS has a five-way tie for first place, with the most heavily promoted shows receiving 11 seconds of time this past week. Among the shows receiving this not so bountiful 11 seconds per hour is freshman police drama NYC 22, an indication that there is not much confidence in the rookie cop show. And CSI: Miami was also among this quintet of shows, as its finale was promoted only to have the episode start almost an hour late at 10:52 pm with a very low-rated repeat Good Wife as its lead-in. Bon voyage, Horatio Caine.
PROMO WATCH
Fashion Star 11
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