ABC is on a winning trajectory. Self-identified as the most diverse and modern network, they presented a solid schedule of returning hits and promising new programs. Half way into the presentation, the network brought out late-night host Jimmy Kimmel for his annual roast, while Montell Jordon closed the presentation alongside ABC stars singing his rendition of “This is how we do it,” which spoke to the network’s overarching message of how to get a win with ABC.
No matter how you slice it, ABC is well on the way to be #1 in entertainment programming, and one of the only networks showing audience growth. Their mission is to find the best storytellers, give them the support and then get out of their way. This cannot be any truer than their Thursday evening line up, which is also know as TGIT (Thank God It’s Thursday). This coveted time period is anchored by storyteller extraordinaire Shonda Rhimes’ Grey’s Anatomy, Scandal and How to Get Away with Murder.
From a programming perspective, there is very little disruption to the schedule. Only three nights are impacted, which speaks to the stability of their prime time lineup.
Fall shows include: The Muppets, Quantico, Oil, Of Kings and Prophets and Dr. Ken.
Midseason to include: The Catch, The Real O’Neals, The Family, Uncle Buck and Wicked City,
Overall, ABC is in a great spot. They are building strong momentum and spoke to the power of their brand and how transparency is the foundation to building a partnership you trust.
So far all the networks are reading off the same script; premium content, powerful platforms, distribution across all screens and data optimization equals a winning prime time scenario. From an agency perspective, I would like to see more talk on where the networks are going from a technology, automation and measurement standpoint. Let’s see what CBS and CW have to say.
Robert DaSilva is managing director, client leadership and trading at Mindshare
