Media buyers can be harsh critics of television shows, but that’s part of their job description -- being able to analyze what programming will work best for their advertiser clients.
With advertisers expected to commit to close to $10 billion on broadcast TV commercials in the next few weeks, buyers cannot mince words when it comes to evaluating shows.
So we surveyed a group of them last week and got their post-pilot-presentation opinion on what they think will work and what won't
None of these buyers spoke to TheWrap for attribution (they do, after all, have to negotiate with the networks over the next few weeks).
Here’s a look at media buyer opinions of each networks’ new shows for fall.
CBS
Much like they did last year, media buyers left the CBS upfront presentation with a warm feeling about not just some of the network’s five new shows for the fall schedule, but for all of them.
Most who spoke to TheWrap said CBS shows seem like they will flow seamlessly into the network’s schedule, make it simple for the overall CBS audience, which averaged about 11.6 million viewers per night this season, to follow.
“CBS did a very good job of presenting an overview of its new shows as they have the past few years,” one media buyer, echoing the opinion of many, told TheWrap. “Each show has a simple premise and the premise is very clear. In '2 Broke Girls,' you have a poor girl and a once-rich girl both trying to make money as waitresses. In 'Unforgettable,' a woman with a flawless memory solves crimes. Very straight forward concepts and well executed.”
One buyer said that CBS did a “brilliant job” with its development, but it has an advantage in that because of its stable schedule, it doesn’t have to spend as much money and time developing a lot of shows so it can more easily focus on the few it does produce.
“CBS is able to concentrate its resources more than the other networks,” the buyer said.
Buyers believe CBS scheduling "2 Broke Girls" to lead out of "How I Met Your Mother" and into "Two and a Half Men" on Monday night will insure the show is a success.
They also praised the flow of "Unforgettable" leading out of Tuesday night drama "NCIS: Los Angeles."
Of CBS’ five new shows, buyers believe "A Gifted Man," about a surgeon whose deceased wife begins teaching him about life, has the least chance of success. But again, it’s in a time period where CBS has been very competitive in the past, Friday night at 8 p.m.
The show will skew older and is followed by two solid CBS shows on the night "CSI:NY" and "Blue Bloods." So the network is giving even this show a chance to succeed.
NBC
Media buyers want NBC to succeed with its new programming because it give their advertiser clients another place to reach more viewers.
