Prep for the CBS Upfront With These Advertiser and Viewer Insights
Upfront presentations continue this week in New York City, and on Wednesday CBS will take the stage to woo advertisers with its upcoming lineup. We worked with TV ad measurement and attribution company iSpot, and Inscape, the TV data company with glass-level insights from a panel of more than 10 million smart TVs, to surface advertising and viewership trends around some of its biggest series. The data below covers Sept. 1, 2018 through May 10, 2019.
But before we dive into the shows that will continue next season, it’s worth addressing that the series finale for The Big Bang Theory, one of the most popular shows on TV in recent years, is this week. As fans bid farewell to the beloved gang, advertisers may be wondering where to put their dollars next — and insights from Inscape reveal what else BBT viewers are watching, on and off CBS.
The CBS shows that top the list include BBT spin-off Young Sheldon (far and away a favorite, which isn’t surprising), Mom, Man With a Plan, MacGyver and NCIS.
Sitcoms lead for non-CBS shows that are favored by these fans: American Housewife, The Goldbergs, Modern Family, Will & Grace and Fresh Off the Boat.
Young Sheldon
This Big Bang Theory spinoff has seen success and was renewed through a fourth season this past February. According to iSpot, some of the top-spending brands for the series include Xeljanz, Portal from Facebook, Chewy.com, Capital One (the credit card) and T-Mobile.
The other shows watched by this audience are, perhaps predictably, quite similar to those of Big Bang Theory viewers. According to Inscape, Mom, Big Bang Theory and Man With a Plan top the list of CBS shows, while American Housewife, The Goldbergs and Fresh Off the Boat are the popular off-network series.
Survivor
Now in its 38th season, this reality competition series has been a mainstay for CBS. Per iSpot, top-spending brands since Sept. 1, 2018 (which include the 37th season, which ended Dec. 19, and season 38, which premiered Feb. 20, 2019) include Xeljanz, Portal from Facebook, GEICO, McDonald’s and T-Mobile.
According to Inscape, Survivor fans watch other CBS shows including Big Brother, The Late Late Show With James Corden, CBS Evening News WIth Jeff Glor, The Talk and SEAL Team. Off-network, this audience watched series including MasterChef, Hell’s Kitchen, American Ninja Warrior, Little Big Shots and The Bachelorette.
60 Minutes
The iconic news program was recently renewed for a 52nd season. Top-spending brands include Progressive, Fidelity Investments, Trulicity, WeatherTech and Chewy.com, according to iSpot.
CBS programming that 60 Minutes viewers also watch is news-heavy: CBS Weekend News, CBS News Sunday Morning, Face the Nation andCBS Evening News With Jeff Glor, along with God Friended Me, per Inscape’s analytics. But the list of non-CBS shows favored by this audience leans toward sports: PGA Tour Golf, Sunday NFL Countdown, College Basketball, Monday Night Kickoff and College GameDay lead.
NCIS
After sixteen seasons, this procedural drama is still going strong despite the departure of cast members over the years (CBS renewed it for a 17th season last month). Per iSpot, brands that have been spending heavily include McDonald’s, Progressive, Universal Pictures, Trulicity and T-Mobile.
According to Inscape, some of the CBS shows watched by this audience are NCIS: New Orleans, FBI, Bull, NCIS: Los Angeles and MacGyver. Procedural dramas also top the list of off-network shows these viewers consume: Lethal Weapon, Chicago P.D., Chicago Fire, Chicago Med and The Blacklist.
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