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What Does the Fall TV Lineup Mean for Sellers?

October 9th, 2017   ||    by Callie Wheeler   ||    No Comments

Fall (and with it, fall TV) is finally here. This time of year is usually a busy and exciting time for media sellers and buyers who place bets on a favorite horse or two, but this fall’s television lineup is a bit lacking.

Between reboots, an overcrowded superhero landscape, and sitcoms that make us blush, which television shows should sellers expect to do well this season? And what do the dollars that have already been spent say about the lineup’s hits and misses?

We Still Love TV

Americans love television—last year’s Nielsen report showed the average adult is still consuming about five hours of TV each day. And we love fall TV, when networks roll out brand-new shows, return with new seasons of favorites, and (if this year is any indication) debut many spin-offs and reboots.

As AdAge aptly notes, this fall’s lineup is a bit like a junk drawer. There are nineteen superhero shows between Marvel and DC, across broadcast, cable, and streaming; at least five spin-offs or reboots, including Law & Order True Crime, Will & Grace, and Dynasty; and the usual mix of formulaic hopeful hits like The Good Doctor and Wisdom of the Crowd.

Money Talks

So which television shows—both returning series and new debuts—command the highest cost for advertisers? AdAge reports Chuck Lorre’s shows—new series The Young Sheldon and returning series The Big Bang Theory and Mom—top the list. Shonda Rimes’ Thursday evening on ABC, including Grey’s Anatomy, the final season of Scandal, and How to Get Away with Murder, follows in second. These are followed by Dick Wolf’s shows, including brand-new Law & Order True Crime.

Media Buyer Predictions and Critics’ Reviews

Buyers showed an early consensus around a few key freshman shows, according to AdWeek. The Good Doctor, Young Sheldon, and Ten Days in the Valley found favor with media buyers surveyed, and most buyers had hopes for the Will & Grace revival and spin-off Law & Order True Crime.

Media buyers agreed on shows to avoid too. They didn’t like 9JKL, Me Myself and I, or Kevin (Probably) Saves the World—and it looks like critics agree. AdWeek highlights The Mayor and Young Sheldon as this fall TV lineup’s winners, and Marvel’s Inhuman and Wisdom of the Crowd as shows to skip.

This fall TV lineup may be full of hits and misses, but the reality is brands still need and want exposure to the audiences that television brings. By paying attention to show outlooks and reviews and making connections for brands, media sellers can make the best of any lineup.

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