While the streaming wars rage on, CBS is quietly demonstrating that broadcast television isn’t ready to fade into the background. A recent press release from the network reveals that eight of its shows have surpassed 10 million multiplatform viewers this fall – a notable achievement in today’s fragmented media landscape. But what’s behind these numbers, and what do they suggest about the state of network TV?
The top performers represent a mix of genres and demographics. “Tracker,” a new thriller, has resonated with audiences seeking escapist fare, while the reboot of “Matlock,” starring Kathy Bates, appeals to a nostalgic demographic while also drawing in new viewers. The continued strength of franchises like “FBI” and “NCIS” underscores the value of familiar brands in a crowded market. Less expected is the success of “Georgie & Mandy’s First Marriage,” demonstrating that broadcast comedies can still find an audience.
“CBS is playing a smart game”, says our media analyst Noah Masire, “They’re leveraging their established franchises while also taking calculated risks on new properties.” Noah points to the network’s strategic scheduling and marketing as key factors in their success. Social media buzz around “Tracker” and the Kathy Bates-led “Matlock” suggests that these shows have captured attention, generating online discussions and fan engagement.
Looking beyond the individual shows, the success of CBS’s fall lineup raises questions about the broader broadcast landscape. While other networks struggle to maintain viewership, CBS has seen a 2% increase in its overall primetime multiplatform audience compared to last season.
This success could be attributed to a variety of factors, including a more diverse programming slate and a focus on multiplatform availability. But it also underscores the enduring power of broadcast television to reach a broad audience. While streaming services are capturing younger viewers, CBS is demonstrating broadcast’s continued relevance, particularly among older demographics.
However, the challenges facing broadcast networks remain significant. The continued growth of streaming platforms is putting pressure on traditional television, and maintaining these ratings victories won’t be easy.
CBS’s fall 2024 performance offers a snapshot of a network successfully dealing with a changing landscape. While the long-term viability of broadcast television is still being determined, CBS has, for the moment, found a winning formula.
