Upfronts 2017
As summer approaches and more and more season finales begin to air, that means only one thing: the 2016-2017 television season is coming to a close.
Fans will be sitting on the edge of their seats, praying that their favorite series will not be axed by station executives. Meanwhile, station executives hope that the backlash isn’t too great.
ABC is currently facing this issue with the cancellation of Tim Allen’s “Last Man Standing”, but that is an entirely other blog post. Television audiences will also be getting their first glimpse into what pilots stations are picking up for the upcoming season. CBS is likewise being dealt blows for having six new shows all featuring a male protagonist; not a big difference from last year’s lineup that featured five shows, all with male leads; but again, that is an entirely different blog post. For those that don’t know, this process of renewal and cancellation is referred to as The Upfronts.
When deciding what shows will be picked up for another season and which ones will be doomed to their final resting place, there are many factors. In most circumstances, stations rely on two things: ratings and advertising dollars. However, in this digital age it may not be as black-and-white as one may expect. Streaming services like Netflix and Hulu allow for network shows to gain an audience even after a season has finished airing. These streaming services have also developed their own original content that competes with the broadcast stations (i.e., “Orange Is the New Black”, “House of Cards”, “The Handmaid’s Tale”, etc.). Networks have to balance the potential for shows to gain traction on these services that can later carry over to their upcoming season.
The CW is one network that hopes to take advantage of streaming services, having struck a deal with Netflix allowing for shows to be uploaded to the platform only eight days following their season finale. I know I’ve been waiting for Riverdale’s first season to become available. This strategy is listed as the reason that “The 100” was saved from cancellation, having gained a cult following once episodes were available for viewing on Netflix. They hope that freshman season slumps “Frequency” and “No Tomorrow” will have the same outcome.
Advertising gurus, especially those in the media buying and planning sector, should make a point to pay attention to upfronts, especially if they have national clients, because this information can help increase the reach of a client.
At Miller, we pay attention to upfronts because it gives us information on shifting trends on TV and a preview of the upcoming schedules. Researching what each individual broadcast station exceeds at (i.e., comedy or drama) is crucial. For example: CBS has the most watched show on television with “The Big Bang Theory,” a show that they have renewed for two more seasons now that cast contracts have been finalized. ABC’s Thank God It’s Thursday line-up or as it is commonly referred to as #TGIT features its three Shonda Rhimes dramas; “Grey’s Anatomy,” “Scandal” and “How To Get Away With Murder” are heavy-weight hitters in the ratings department. NBC found a winner with its freshman series “This Is Us.” The tear-jerking drama was a hit, and NBC has now ordered two more seasons.
Another considerations that advertisers need to take in this upcoming 2017-2018 season is NBC’s lockdown of the upcoming Winter Olympics. Fan favorite shows are also being revamped with “American Idol” and “Roseanne” (I am stoked!) coming to ABC and NBC bringing back “Will & Grace.” (Still stoked!) It will be interesting to see if these shows will be able to live up to the high bar their original runs set for themselves.
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