TV promo ads: The run up to the fall line-up

With the turn of the calendar to autumn, an annual ritual is again underway. The broadcast TV networks are rolling out their slates of primetime programming for the fall season, hoping to attract enough viewers to meet the commitments they made to advertisers who purchased billions of dollars of commercial time.

More than 70 programs are on the evening schedules of ABC, CBS, NBC and FOX. Their line-ups are a mixture of returning shows and new series, and the majority of premiere telecasts are packed into a two-week period from September 25-October 8.

With so much competition, the networks rely on marketing campaigns to stoke viewer awareness and interest in their programs, especially the freshman series. A core part of these campaigns are the promotional announcements networks run on their own airwaves. Using our TV ad monitoring data, Kantar Media analyzed the approaches taken by the four major networks during the twelve weeks from July 3-September 24 to promote their fall 2017 primetime schedules (excluding football programming). Summer primetime programs and shows airing outside of primetime were also excluded from analysis.

Fill out the form to download this report today and learn about the different strategies each network took to promote their fall schedules.

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