As part of our Mid-Season TV Report, Marketing looks at each of Canada’s four major networks, reviewing the lineup for ratings hits and misses, innovative advertising partnerships and how well each is adapting to the multi-screen universe. Below is a preview of Global’s mid-season ranking. To get the full picture, pick up the March issue of Marketing, on newsstands now and available on your iPad.
Global
Strategic Focus
Its Sunday animated block and reality stalwart Survivor aside, drama continues to comprise the bulk of Global’s primetime schedule. Now in its 11th season, the NCIS franchise has quietly become a ratings hit, with the original series now a fixture in the top 10 and spin-off NCIS: Los Angeles a solid performer. Newcomers The Blacklist and Sleepy Hollow (which averaged 1.4 million viewers in its fall run) add additional punch to a solid primetime lineup.
Power executives
Senior VP of sales Errol Da-Ré is a champion of program integration. And despite a U.S.-heavy schedule that precludes a lot of activity in that space, Global has developed some innovative alternatives to the traditional 30-second spot under his guidance. Programming veteran Barbara Williams, senior VP of content, has been with Global parent Shaw Media and its predecessor, Canwest, since 2005. While Global has failed to usurp CTV as Canada’s leading broadcaster during her tenure, she and her team have built a solid, drama-heavy schedule that provides a viable alternative to the market-leader, particularly on Monday and Tuesday nights.
Best move/worst move
The Blacklist has quietly become the season’s best new show. Starring James Spader, the show drew 1.8 million viewers for its September premiere. Ratings grew steadily throughout the fall and it finally cracked the top 10 in late November. It has the potential to be one of Global’s primetime anchors.
Global had previously enjoyed success with the remake of the ‘70s cop show Hawaii Five-0, but Ironside—a pointless remake of the 1967-75 Raymond Burr vehicle about a wheelchair-bound detective—surely ranks among this season’s worst new program acquisitions. Parent network NBC mercifully rolled it off the schedule after just three episodes.
Product placements
Sony’s movie Evil Dead was integrated into Big Brother Canada. Houseguests were frightened throughout the episode leading up to a challenge inspired by the movie and the reward was a personal screening of Evil Dead.
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To get our Mid-Season TV Report ratings of CTV, City and CBC, pick up the March issue of Marketing, on newsstands now and available on your iPad.
