Isn’t this the way a cop show should act? “Brooklyn Nine-Nine,” the new Fox sitcom featuring Andy Samberg and Andre Braugher, is taking all the national promo time in tonight’s prime-time schedule into custody.
To get the word out about “Brooklyn Nine-Nine” and its September 17 launch, Fox will run nine different promos featuring the show during the network’s airings of “MasterChef” between 8 p.m. and 10 p.m. this evening. Fox will air a mix of traditional promos as well as scenes from a special shoot with the cast. Typically, TV networks run a mix of promos from across its current and future schedule.
One could argue “Brooklyn Nine-Nine” has potential to reach the 18-to-49 men for which advertisers turn to the network – and is thus worthy of a little extra boost. Fox will run “Brooklyn Nine-Nine” as part of a Tuesday comedy block stocked with two returning sitcoms that may have a little more female appeal – “New Girl” and “The Mindy Project” – according to research from Brian Hughes, senior vice president of audience analysis at media agency Magna Global.
According to Fox, “MasterChef” ranks first in its Wednesday 8 p.m. slot among adults 18 to 49, adults 18 to 34, adults 25 to 54 and teens. In the 9 p.m. hour, Fox said, the show ranks first among adults 18 to 49, adults 18 to 34 and adults 25 to 54.
As the traditional September launch season nears, the broadcast networks will put increased emphasis on their freshman series. Already, CBS has been utilizing its hit summer drama, “Under the Dome,” as a vehicle to market – through promos – new fall series such as “The Crazy Ones” and “Hostages.”
The typical industry estimate holds that approximately 75% of new programs fail, and scrutiny of which shows get the most attention from a network’s marketing department can offer a sense of which of the rookies executives think have the best chance for success.