In today’s issue of the Tufts Daily, I have my first piece in a four-part series investigating the current state of network television comedy. I’m taking a network by network approach, and today’s focus is on CBS.
Broadcast television runs on advertising revenue. TV networks charge higher ad rates for their more popular programs, since more people watching a particular show means more people watching the commercials during it.
More important than total viewers, though, is the adults 18−49 demographic. The rationale is that these relatively younger viewers are less likely to be set in their ways regarding brand loyalty. Advertisers are willing to pay more to reach those viewers because, to them, it is a better investment.
CBS, then, is an interesting network. While most of the other networks are developing programming skewed to the younger sector and dealing with declining viewership, CBS seems perfectly happy with broad−appeal shows, not necessarily targeted at the coveted advertiser demographic.
You can read the full article here.