Commentary

Thursdays Next Season Should Bring Both Predictable Viewing -- And Upsets

Programming trends can arrive when TV executives and viewers least expect them.

ABC’s two Thursday night dramas, “Grey’s Anatomy” and “Scandal,” returned in late February following the Sochi Olympics, and the network nearly scored a rare gold for top Thursday night network among 18-49 viewers.

ABC, with a Nielsen 2.4 rating/7 share, was just a tick behind regular Thursday night winner CBS’ 2.5/8.  “Grey’s” rating/share was 3.0/9 and “Scandal” a 3.3/10, both up from their previous original episodes. With even the once-powerful “American Idol” on Fox now reduced to a modest 2.3/7, these numbers were pretty good news for ABC.

Indeed, TV fortunes can change when least expected. And next season, Thursday night will get a big facelift -- with the first eight weeks featuring CBS’ new “Thursday Night Football” franchise. So CBS’ big-rated comedies, including Thursday’s overall leader “Big Bang Theory,” will need to move – temporarily.  After the eight-week NFL package ends, two months into the TV season, the shows can move back to Thursdays.

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For a long time, CBS has been the model of consistency for viewers and advertisers. Sean McManus, chairman of CBS Sports, says the NFL deal was done in part so CBS wouldn’t have to compete against the games on another network.

This seems to mean that CBS is a lock for future dominance on Thursday nights.  Perhaps more advertising dollars from the likes of movie studios will also flow CBS’ way now that it has a major property that attracts young men.  

NFL viewership has been incredibly reliable and predictable over the last several years. That won’t give much hope to broadcast networks looking to establish new prime-time programming trends -- and surprises. But upsets can happen.  Just ask any football coach.

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