'Vegas' & 'Elementary' Get Full Season Orders From CBS

Categories: 1-Featured,Network TV Press Releases

Written By

October 23rd, 2012

via press release:

 

CBS GIVES FULL SEASON ORDERS TO TELEVISION'S #1 AND #2

NEW SERIES — “VEGAS” AND “Elementary

 

 

 

Freshman Dramas Win Their Time Periods in Viewers and Key Demographics

CBS has given full season “back nine” orders to television's top two freshman series — VEGAS and Elementary.

 

“VEGAS and Elementary have opened strong, delivering big audiences and winning performances in important time periods,” said Nina Tassler, President, CBS Entertainment.  “Each of the shows has rich characters, big stars and a unique visual style that have stood out in the crowd, helping make two of our strongest nights even stronger.”

 

VEGAS, the #1 new series of the season and ranked sixth overall, wins its Tuesday (10:00-11:00 PM) time period in viewers and key demographics, averaging 14.94 million viewers, 2.7/08 in adults 18-49 and 3.8/09 in adults 25-54.  VEGAS has improved the year-ago time period by +8% in viewers.

 

Elementary, the #2 new series of the season and ranked ninth overall, also wins its Thursday (10:00-11:00 PM) time period in the key ratings measures, averaging 14.30 million viewers, 3.5/10 in adults 18-49 and 4.6/11 in adults 25-54. Compared to the time period last year, ELEMENTARY is up +17% in adults 18-49 and +10% in adults 25-54.

 

VEGAS stars Dennis Quaid, Michael Chiklis, Carrie-Anne Moss, Jason O'Mara, Taylor Handley and Sarah Jones.  Greg Walker, Nicholas Pileggi, Cathy Konrad, Arthur Sarkissian and James Mangold are executive producers for CBS Television Studios.

 

ELEMENTARY stars Jonny Lee Miller, Lucy Liu, Aidan Quinn and Jon Michael Hill.  Rob Doherty, Sarah Timberman and Carl Beverly are executive producers for CBS Television Studios.

 
  • Lisa

    @ Crystal, you think you know more about television marketing than all of these multi-million/billion-dollar corporations that put their advertising money there do? That’s pretty bold of you. One might actually call it conceited.

  • Temis

    Okay, let’s go over Advertising 101 again today to explain why advertisers chase the 18-49 demo.

    National ads (which dominate prime time) are about branding, not direct sales. Direct sales ads are that cheesy used car salesman with a menagerie of animals, a local business, not a national brand. Coke, Ford, Burger King – all branding.

    Even if an 18 year old doesn’t have $$$ right now, they have decades of purchasing ahead of them and locking in their brand preference is more cost effective in the long run than trying to convert a 60 year old, who has many decades fewer left on the meter, and much more solidified brand preferences that are harder to budge. Plus they’re smarter and ads work better on the young and dumb. The 18-49 demo is a far more cost effective use of a dollar spent on an ad buy vs that same dollar chasing the AARP crowd. These decisions are all about spending a set ad budget in the most cost effective way.

    Coke and Pepsi advertise in order to fight over a tiny percentage of market share, that given the huge size of the market, really adds up. More to the point, in a mature industry, there is not going to be any major shifts in purchasing behavior. All the big national advertisers are in mature industries -automobiles, insurance, fast food etc. So all the fights ar branding and market share fights. the advertisers are right to target the younger demo since they have the best return in investment,

    Even if young people flee broadcast, advertisers don’t care. They can negotiate deals that make the declining ratings the broadcaster’s problem, not theirs. They only pay for the demo they want, and spend the money they save following the younger eyeballs to digital ads or event marketing, or social media (PR, not ads). TV ads are just one part of the marketing mix and not vital for every marketing campaign either.

    The broadcasters lose a big chunk of the money they need to survive as advertisers move budgets elsewhere. So what choice do broadcaster have but to make increasingly more frantic efforts to chase the 18-49 demo? Advertisers have alternatives; broadcasters don’t.

  • Jonny C…. formerly Jon

    YAY for ELEMENTARY!!! Though also expected…I just hope ratings stablize now ( it hasnt yet)

    And it’s confirmed Vegas is the new Unforgettable…

  • Temis

    @Crystal, your nursing home patients may be willing to try new things but in ten years they’ll be dead. The brand manager for Ford has X dollars to spend to budge market share a tenth of one percent. They are going to put those dollars into the most cost effective venues, of which TV ads are only one possibility in the total marketing mix. Younger is more cost effective than older because they have fewer brand preferences, more buying time ahead of them, and if the brand manager for Ford doesnt get them fast, GM and Toyota will.

  • Networkman

    I am really happy about Elementary. There is potential for growth. Johnny is perfect in this role. I feel the network wants to support the stars in Vegas. It should get a full season just like Unforgettable. Rather it returns for a second season is questionable. Also, CBS may want to try it in another timeslot. The network knows they need new hit dramas to replace alot of there old veteran shows that are close to ending.

  • xoxoxo

    In regards to targeting younger:

    1. It has a lot to do with who spends the most money for advertising and what they are willing to spend. One of the big spending categories are the movie companies. Most of the big blockbuster movies target younger moviegoers. They have to get them in the seats on opening weekend and young people are more likely to go on that weekend than other consumers.

    2. Another thing advertisers consider is where the volume comes from. Fast food companies like McDonald’s and Burger King don’t require a lot of disposable income. Thus, a lot of their volume comes from younger people. The older people who have the disposable income will go to more expensive places to eat and don’t have the metabolism anymore to consume massive quantities of hamburgers and french fries.

    Let’s face it. A lot of advertisers aren’t selling products that cost a lot of money.

    3. Older people watch so much TV that it’s hard NOT to reach them. Even if you target Adults 18-49, you are going to reach plenty of Adults 50+ anyway. But, if you target the older demo, you don’t necessarily get the younger demo to the same degree.

  • Samunto

    Even Forgotten got renewed last season but it had better numbers and still got the axe (though the cancellation bear eventually spit it out and gave it a new lease at life!).

    But CBS really doesn’t have many dramas waiting in the wings. I suspect the Forgotten will be back midseason though at around March or April to test either the friday 9pm slot or back to Tuesdays when Vegas start averaging a 1.1.

    No Suprises here though.

  • alexjones

    not really surprising, CBS can hardly yank all their new shows can they? second seasons for either of these shows though remain very much in doubt, especially vegas.

  • hovlandrules

    I only get three channels so it is just easier for me to leave it on the first one. By the way, I would rather watch The Mentalist then any of this junk.

  • hovlandrules

    What about money made selling reruns. Obviously the more episodes of a show produced the more that can be sold to cable channels. On TNT, there are approximately 1000 hours of the Mentalist each week (okay, maybe an exaggeration). With less then 100 episodes this means the same show every few weeks. I am sure TNT would love to buy more episodes. Doesn’t this play in the networks decisions?

  • eridapo

    @ Temis

    I would disagree with you in one respect — household brands. The majority of household brand loyalty develops prior to anyone reaching the age of 18, and Parents are more influential in developing that brand loyalty than any commercial.

    If the mother, for example, buys Tide laundry detergent, the probability of her children using Tide is much greater than advertising could hope to yield. The same is true with Sodas and other household products. If the parents buy Kellogs or Coke, the chances are that their kids will consume those same products.

    Besides Household you also have to consider that majority of brands currently did not exists 30 to 40 years ago. In fact many of today’s brands have only recently (less than 20 yrs) appeared. Indeed what we are seeing in the Market place is the wholesale introduction of many brands. Soon the familiar name of Westinghouse will replaced by Haier (a huge Chinese household appliance name brand).

    Marketing theory as it stands now has not evolve beyond the 40s and 50s era when most Americans became used to the big dominant brands that dominated much of the 20th century. The growth of huge international corporations and their influence in our economy will see many of today’s brands disappeared. We will be seeing something similar to what happen in the 80s when Toyota, Nissan, Sony, and other Japanese brands came in and dislocated the establish American Brands. The Japanese brands are giving way to Korean (Samsung and LG), and those will give way to Chinese.

    The consumer today will be presented with an ever growing list of brands, and they will need to be educated on those brands. Older consumer’s today are also less brand loyal than they were 30 years ago. The internet and social media have changed the way those older consumers adjust their shopping behavior. In just a few short years Blackberry went from a dominant position in the smarth phone market to irrelevancy. Like Blackberry, there will be countless other brands that will face similar scenarios.

    The key now for all marketers is to repackage and resell their brand awareness constantly to all groups.

  • http://tvbythenumbers.com Bill Gorman

    “I am sure TNT would love to buy more episodes. Doesn’t this play in the networks decisions?”

    Warner Brothers produces The Mentalist, CBS gets none of the money TNT pays.

    WB could choose to cut the fee CBS pays to air the show, that’s the lifeline that the show’s got right now.

  • Tom

    I’m mildly surprised by Vegas, but with both NY and UB not having enough episodes to make it to May, perhaps CBS figures both Golden Boy and Unforgettable will be used on Fridays. (And/or they wouldn’t get better numbers than Vegas.)

  • John

    Elementary is a good show, Vegas is kind of not. Like Jonny Lee and Lucy together as a team.

  • rick

    Vegas is a quality show no matter what your age, well if you’re at least 16 that is. Besides, CBS has found they can make a lot of money with the so-called “old” audience. Movie studios are moving further in that direction too. More and more they’re finding that it’s now proving easier to pull adults into theatres than to pull young audiences away from video games and video on demand. Art follows money.

  • Shabbir

    Im sure CBS would give an additional order for Mentalist so they can wrap the red john storyline.

  • Blake Williams

    Thank you CBS……….now if you could only bring back A Gifted Man

  • Jim

    @silvit

    You’re full of it and Katie was correct. So there.

  • Dan S

    I for 1 have really been enjoying Vegas. It gets better every week but after only 2 episodes I gave up on Elementary. Man I really miss Eli Stone that was a lot better.

  • Keyser

    Love Vegas and Elementary so far and glad they are continuing on! Normally they seem to cancel shows I like so this was great news!

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