CBS Rethinks Prime-Time Lineup Amidst Ratings Challenges

Strategic Insights -

CBS, which appeared to have momentum heading into the current season, is making scheduling changes to capitalize on the promotional windfall of the Winter Olympics. Despite maintaining a strong lineup on Sundays and Thursdays, the network has fallen behind in ratings on four other nights. CBS is shuffling a handful of series into new time slots and premiering three programs after the Olympics conclude, including Tom Selleck's return to prime time and the first series starring Ann-Margret. These changes come as the network faces stiff competition from new cable services and the fledgling WB network.

Key Takeaways:

  • CBS is making scheduling changes to its prime-time lineup after the Winter Olympics, shuffling a handful of series into new time slots and premiering three new programs.
  • Despite strong ratings on Sundays and Thursdays, CBS has fallen behind in ratings on four other nights, with some major gambits not pan out as planned.
  • The network's difficulties have been masked in part by the hubbub surrounding NBC and CBS' improved status relative to other networks, especially ABC.
  • All four networks have found the battle for viewers more difficult this season, with new cable services and the fledgling WB network making inroads.
  • CBS trails ABC and Fox in key age demographics that networks can most easily parlay into advertising dollars.
  • CBS officials are seeking to downplay pressure to make significant changes, focusing on reviving existing programs and premiering new ones.
  • The network has implemented changes in January, including the improvement of Friday night results with "Kids Say the Darndest Things" and the upcoming premiere of "Candid Camera".
  • CBS is hoping to capitalize on the Winter Olympics' vast audience, which presents a rare opportunity to reach people who don't regularly watch the network.

Statistics:

  • CBS is down four nights of ratings compared to previous periods.
  • The network's revised Monday lineup featuring "Brooklyn South" has failed to gain traction.
  • The premiere of "Chicago Hope" has held its own on Wednesdays, but shifting "Murphy Brown" and a news magazine hosted by Bryant Gumbel to that night hasn't yielded significant dividends.
  • The shift of a Tuesday movie to two dramas - "Dellaventura" and "Michael Hayes" - has not improved ratings.
  • CBS' Friday night sitcoms "Family Matters" and "Step by Step" have not performed well for the network.
  • The network's revised ratings for the key age demographics: CBS trails ABC and Fox in the 18-49 age group.

Sources:

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NBC Daily News

ABC Magazine

CBS Television's internal report.