And we’re off! The race is long and the miles of road stretch out ahead but after our first week of new programming we’re thrilled to have TV’s number one new show in THE CRAZY ONES along with new highs for returning hits NCIS and THE BIG BANG THEORY. CBS won premiere week in viewers for the fifth consecutive year – its ninth overall in the past 11 years.
• TV’s #1 COMEDY:THE BIG BANG THEORY hit a new viewer record with 20.44 million viewers. It also clocked in with its best-ever Live +3-Day lift of more than 4 million viewers.
• TV’s #1 NEW SHOW: THE CRAZY ONES, featuring the return of Robin Williams to network television, premiered to 15.61 million viewers. With Live +3-Day results, its audience jumped to nearly 19 million.
Me with Jimmy Hadder, CBS Field Manager and TV Timeout Coordinator.
Did you ever wonder how the football referees know when the commercial breaks are ending and they can get back to the game? Meet Jimmy Hadder, CBS’s number one “Red Hat.” He’s the link between our CBS game producer and the lead official. When we are in a commercial, Jimmy steps on to the field and relays to the ref how much time is left. They meet before the game to coordinate the signals and the format so good communication is key.
So what’s with the term “Red Hat”? Years ago, when this started, the CBS person on the sideline wore a red cap, so the ref could easily spot them. After a few years, there were too many people with red hats on the sideline, so they graduated to wearing huge orange/Day-Glo mittens. They were almost like giant hand warmers … more easily spotted and very unlikely that anyone else on the side would have them. When they crossed their arms on their chest, that signaled the break. Now you know.
One of the many ways we reach consumers with the message of CBS programming is through marketing activations. These are events, stunts, and promotions that bring our shows and our brands to life and help TV viewers experience the fun and feeling of CBS first-hand.
Our Fall partnership with Yogurtland is designed to do just that. Starting Friday, select Yogurtland locations in major markets across the country will be serving up America’s favorite comedies with custom CBS-themed flavors and extensive branding for CBS’s eight Fall comedies (4 new and 4 returning). Plus on Monday September 23 there will be free yogurt for one and all!
We hope you will sample some sweets but more importantly our new Fall shows!
For full details click here and, as always, stay tuned!
It’s the most wonderful time of the year: football is back! I’ve fired up my screens, put fresh batteries in my universal remote and assumed the position in my mancave. Now all that’s left to wait for is the return of the SEC and the NFL on CBS!
Comedy promotion is tricky because if you start showing clips too soon you wear out the jokes and the audience feels like they’ve already seen the show. The challenge is to strike a balance between delivering just amount of laughs that you leave viewers happy, curious and wanting more.
COMEDY’S BRIGHTEST STARS
One of the most effective sells for comedies – and all shows – is its stars. This year we have one of the biggest comics of all time – Robin Williams – starring in THE CRAZY ONES. Naturally he is the centerpiece of all of our show promotions. Early testing about the show indicates that the message has gotten through and audiences eagerly await his return to network television.
COMEDIC CROSS PROMOTION
Another approach is cross promotion to large established audience bases. For example, when promoting our new Monday night comedy MOM, we are sure to let everyone know it’s from creator and executive producer Chuck Lorre, the hitmaker behind TWO AND A HALF MEN, THE BIG BANG THEORY, and MIKE & MOLLY. In fact, we use him as the central theme of one of our spots.
And as an added bit of trivia, not since 1965 has CBS featured 3 or more comedies on Thursday night: The Munsters, Gilligan’s Island and My Three Sons. Who knows which among our new series will become future classics? To find out you’ll just have to … stay tuned.
George Schweitzer's position as Chief Marketing Officer at CBS gives him a unique platform not only to observe, but also to help shape the ways technology is altering the television industry and entertainment marketing. His non-professional passions include home automation technology; pro and college football; exploring the American West; and Orange Julius. more »