Ad buyers are pressing TV networks for unprecedented flexibility to back out of spending commitments given a lack of new entertainment and potential pitfalls for the NFL season.
TV networks are slowly announcing starting dates of big primetime shows — scripted and unscripted — which could help push TV advertisers to make upfront deals. The COVID-19 pandemic has led to major TV production disruptions — which, in turn, has paused some TV advertising deal-making.
ABC made it a baker’s dozen on Thursday, handing out renewals to 13 series including bubble shows Stumptown, The Rookie and Mixed-ish. Also scoring additional-season green lights are comedies Black-ish, The Conners, American Housewife and The Goldbergs, as well as Thursday-night drama A Million Little Things and unscripted series The Bachelor, Dancing with the Stars, Shark Tank and 20/20. The new Jimmy Kimmel-hosted reboot of Who Wants To Be A Millionaire will also be back for another season.
TV has reached superstore proportions: Streaming, cable and broadcast are on track to surpass the record 487 shows they fielded last year, with 300-plus shows already out by mid-2018 per an ongoing FX tally. The fall TV season officially kicks off next week and even avant-garde streaming platforms, which release ambitious shows nonstop, are part of the traditional September hoopla once owned by broadcast networks.