Networks rethink their lengthy hiatus plans after last season’s second-half ratings collapse.
In recent years, networks thought they had found the solution to a TV audience that no longer tolerated repeats, especially for non procedural series. They began scheduling their serialized dramas in two chunks, allowing for a pair of uninterrupted runs, broken up with a lengthy hiatus of around three months.
But last season, that strategy unraveled. Nearly every returning drama suffered big ratings declines after the mid season break. On ABC, How to Get Away With Murder’s return plummeted 20 percent in the 18-49 demo, while the network’s Quantico and NBC’s Blind spot also took big hits. In fact, most shows failed to match their mid season finale numbers at any point in the season’s second half.
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Denne historien er fra November 14, 2016-utgaven av ADWEEK.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
