• by Wayne Friedman , Staff Writer, 8 hours ago

TV and streaming media-buying agency executives are getting their usual whirlwind blitz of new shows via the upfront presentations.

But how much do those premium, scripted entertainment shows really factor into their media-buying decisions?

They seem to need much more focus -- everywhere. Let’s look at the network side of things.

NBC ordered eight scripted pilots and chose four to add to its schedule this year. This includes two for the fall -- “Line of Fire” and “Newlyweds” -- and two for early 2027: “The Rockford Files” and “Sunset P.I.”

How selective are networks now when it comes to picking and choosing prime-time shows?

Those eight NBC scripted pilots are more than any network has had in four years, according to reports.

Cost is a major factor, but so is the continued fractionalization of viewing on many platforms -- especially coming from digital-first companies like Netflix and Amazon Prime Video.

In addition, viewers who would have been key to watching brand new prime-time shows have moved to free ad-supported (FAST) networks, social media and new "vertical" TV as well as other places.

And on top to this, media agency executives have to take a deeper dive into their clients' increased dependence to show proof of media investment: real, granular results of website visits, in-store activity and actual purchases -- which comes less when looking at one specific TV show.

Just think ... years ago, for NBC, six different pilots were considered and produced for one prime-time show. Overall, NBC may produce 12 dramas pilots overall.

The good news is that NBC says ruminating over fewer broadcast TV programs gives the network executives more focus when looking at all aspects of marketing, scheduling and advertising potential, according to Lisa Katz, president of scripted content for NBC and Peacock, who spoke at an NBC upfront press conference.

So yes, there is a shift for those buyers to consider unscripted programming -- and of course, sports. The downside is that unscripted content, while cheap, can be perceived as less safe and of lesser quality.

What about sports? With the NFL that can be crazy expensive.

To complicate matters, NBC's "growth" platform is Peacock, where five scripted TV series are starting this summer and into the fall.

These include “The Five Star Weekend” (July 9), “Dig” (November 2026), “Crystal Lake” (October 15), “The Good Daughter” (November 12) and “TED: The Animated Series” (coming later this season).

Media-buying executives need a lot more attention these days.