In contrast, some networks have emphasized the importance and stability of their linear list of cases. ABC released its program grid Tuesday ahead of its presentation, drawing on the strength of its Wednesday nights of “The Conners,” “The Goldbergs” and newly discovered hit “Abbott Elementary.”
“Our fall programming is a testament to our strong, dynamic programming line-up that we continue to nurture with top talent, world-class award-winning storytellers and acclaimed titles,” said Craig Erwich, president of Hulu Originals and ABC Entertainment. in an opinion. “By capitalizing on the success of our strongest assets, we are committed to stability while introducing and investing in key projects that will allow us to build on our momentum as the #1 entertainment network for the third year in a row.”
RSVP for Ad Age In-Depth: TV Pivot on May 24-25 at AdAge.com/TVPivot
And somewhere in the middle lands NBC, which announced its schedule Monday and that its shows would debut on Peacock the day after they aired on Linear.
“While building on our strong, stable fall schedule, we are also reconsidering the timing of legacy launches to give our shows the best chance of success,” said Frances Berwick, chair, Entertainment Networks, NBCUniversal TV and Streaming. “With the massive reach our affiliate partner channels offer, coupled with exclusive next-day availability on Peacock, our NBC shows will truly be accessible to audiences in any way they choose to watch.”
For media buyers, the excitement is just noise, as streaming has shifted marketers’ interest from timing to programming with the most eyes, which many networks are supporting with cross-platform ad packages.
“It’s not big business for buyers,” said an industry insider. “Most experienced folks know what’s announced in May is likely to be postponed or postponed and it’s too early to put it in stone. They mainly look at the programming, not the day/time.”
Others agree with the idea that timing is less important.
“As viewers continue to watch the content they love, on their terms, on-demand and according to their timeline, the term ‘day and date’ is less relevant,” said Dave Sederbaum, Executive VP, Head of Video Investment, Dentsu Media US. “Furthermore, because our investment decisions focus on specific audiences rather than programs per se, we want to reach consumers at their own time, in the right place, and at the right time.”