>CBS promoted an incredible 18 different programs inside 60 Minutes Sunday night, with an average 15 seconds per promo. With Andy Rooney out of the program, the network has more promo time in the hour until they reformat the show. But instead of using the time to run some high-impact, longer-length spots, CBS continues to use its usual :10s, :15s or :20s. But they are #1 this fall, so maybe their strategy is just fine — it just seems like a missed opportunity.
Within Desperate Housewives last night, ABC gave as much time to Man Up! as Once Upon a Time, which premieres on the night next week. ABC is clearly committed to comedy and building off the initial success of Last Man Standing. The Man Up! spot was specifically shot to appeal to female audiences of the ABC Sunday spots (hot shirtless guy joining the cast of Man Up! in the promo). A little clunky but you have to give them credit for trying to tailor the message.
NBC gave Grimm the lion’s share of the available promo time in the first hour of Sunday Night Football. The new Friday drama (which premieres October 28) is now the #3 priority for the network since early October. Up All Night also got some time for the birth flashback episode (which airs this week). And in the complete waste of time department, Harry’s Law received 15 seconds in football last night.
Bones is now the top priority for FOX again. The quirky investigative crime procedural and Terra Nova were hit the most in the sampled hour of The X Factor last night.
ON-AIR PROMOTION PRIORITIES
(# of promo-seconds)
Dates sampled: October 9-13 & 16, 2011
ABC
Last Man Standing 140
Revenge 135
Man Up! 125
Once Upon a Time 105
Pan Am 105
Dancing…Stars 85
Wed Comedy Lineup 75
Happy Endings 65
Suburgatory 45
Desperate Hswvs 45
Castle 45
Body of Proof 30
Grey’s Anatomy 30
Modern Family 25
20/20 15
The Chew 05
CBS
Person of Interest 160
Unforgettable 120
Big Bang Theory 90
CSI 75
Good Wife 70
NCIS: LA 65
NCIS 60
A Gifted Man 60
Amazing Race 60
Survivor 55
The Mentalist 50
Blue Bloods 50
Mike & Molly 50
Criminal Minds 50
CSI: Miami 50
Hawaii Five-O 40
Two Half Men 35
CSI: New York 30
The Talk 20
Late Show 20
Rules Engagement 20
CBS News 20
NFL on CBS 10
2 Broke Girls 10
How I Met Mother 10
NBC
Prime Suspect 130
Up All Night 125
Grimm 110
Whitney 90
L&O: SVU 60
The Office 50
Parenthood 45
Sing-Off 30
Biggest Loser 30
Rock Center 30
Harry’s Law 30
Leno/Fallon 25
Sunday Night FB 25
Community 20
Chuck 15
FOX
Bones 165
MLB Postseason 160
The X Factor 120
Terra Nova 120
House 80
Allen Gregory 55
Fringe 40
Kitchen Nightmares 40
Family Guy 30
NFL on FOX 10
Programs Sampled
Sun Oct 16 2011: Desperate Housewives, 60 Minutes, 8:30-9:30 portion of Sunday Night Football, 8:00-9:00 portion of The X Factor
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