America’s #1 network stays with what works
CBS is the #1 network in the U.S. market, bar none!
“If it’s not broke don’t fix it” certainly applies to the CBS upfront message. Out of all the network presentations this week, CBS made the fewest changes to their schedule. Not sure why they needed two hours to tell their story. However, we will grant them a pass considering that they truly are a consistently unmatched performer in a market place that is competitive, agile and forever evolving.
There isn’t much to say about a network that succeeds all others. They truly have an impressive report card and continue to outperform their competitors across all key metrics. CBS also reminded the agency and advertiser community that they are all about great content, anywhere, any time and any screen (a recurring theme among the network presentations).
Here is a snapshot of CBS’ program strategy:
• Continue to win every night of the week
• Fine-tune the schedule to further strengthen the fall line-up
• Bring back the best dramas, suspense thrillers and comedies
• Power-up the comedy line up
• Dial-up Thursday night’s comedy block
CBS also used the upfront platform to talk up the highly anticipated summer hit by Steven King, Under the Dome which Global will carry In Canada.
One of the big highlights of the presentation was Robin Williams who came out on stage to introduce his new show The Crazy Ones. Robin was at his comedic best.
Aside from Williams’ new show, CBS’s fall lineup will include We are Men, Mom, The Millers and Hostages.
Mid-season includes Friends with Better Lives, Intelligence and Reckless.
Returning shows include Big Bang Theory, Two and a Half Men, Blue Bloods, 2 Broke Girls, Elementary, How I Met Your Mother, NCIS and Person of Interest.
Keep up the great work CBS! Off to CW to see what they have to say.
Robert DaSilva is the managing director, trading, at Mindshare Canada
