Forecast 2006: Broadcast TV
Coming off a surprisingly strong fourth quarter, broadcast network sales executives are predicting that 2006 will be a solid, if not spectacular, year for growing ad revenue. Advertisers and media agencies are rumbling that they will begin to demand more tangible proof that their ad spending is resulting in a solid return on investment. If not, they threaten, they may begin to move dollars elsewhere.
ABC and Fox will be the networks with the most “buzz” shows in 2006. ABC has Lost, Desperate Housewives, Grey’s Anatomy and freshman hit Commander in Chief, and Fox has House, Idol and 24, along with freshman hit Prison Break. CBS will continue to be the network with the most stable schedule, including its solid CSI trio and new hit procedural drama Criminal Minds. NBC will need to have viewers embrace its revamped Thursday night, where it moved sitcom hit My Name Is Earl and The Office in order to stop viewer erosion. And the WB must have at least two of its midseason scripted shows—Pepper Dennis, Modern Men, Misconceptions and The Bedford Diaries among them—succeed, not only to salvage this season, but also to give it a base for the 2006-07 season. UPN’s African American sitcom block has rebounded in the ratings this season, but the network still needs to come up with scripted shows that reach a broader audience in order to expand its advertising base.
Coming off a surprisingly strong fourth quarter, broadcast network sales executives are predicting that 2006 will be a solid, if not spectacular, year for growing ad revenue. Advertisers and media agencies are rumbling that they will begin to demand more tangible proof that their ad spending is resulting in a solid return on investment. If not, they threaten, they may begin to move dollars elsewhere.
ABC and Fox will be the networks with the most “buzz” shows in 2006. ABC has Lost, Desperate Housewives, Grey’s Anatomy and freshman hit Commander in Chief, and Fox has House, Idol and 24, along with freshman hit Prison Break. CBS will continue to be the network with the most stable schedule, including its solid CSI trio and new hit procedural drama Criminal Minds. NBC will need to have viewers embrace its revamped Thursday night, where it moved sitcom hit My Name Is Earl and The Office in order to stop viewer erosion. And the WB must have at least two of its midseason scripted shows—Pepper Dennis, Modern Men, Misconceptions and The Bedford Diaries among them—succeed, not only to salvage this season, but also to give it a base for the 2006-07 season. UPN’s African American sitcom block has rebounded in the ratings this season, but the network still needs to come up with scripted shows that reach a broader audience in order to expand its advertising base.
