September traditionally marks the return of many favorite shows on Primetime TV. While the popularity of streaming apps, and their ongoing release schedules, and a shift to more frequent mid-season and summer premieres for linear programming has subdued some of the impact of the Fall premiere season on cultural relevance, in September 2021, we still saw significant interest for the family sitcoms and situational dramas that dominate Primetime broadcast TV.
ABC was the big winner with three shows in the top 5 and six in the top ten for Attention, including reliable top performers like "The Goldbergs" and "The Conners", and new entries like "Holey Moley in 3D".
It’s worth noting that as streaming TV gains in popularity linear TV still represents about 80% of all TV viewership, and the shows that capture attention and reach large audiences on linear TV can provide good value to advertisers who are creating their mixed media strategies - incorporating both linear and CTV investments, perhaps for the first time in 2021.
This report highlights the shows that capture the most attention across broadcast, cable, and CTV, and we dig in further to CTV performance with our co-viewing, binging and share of time spent reports. See the full CTV report for September 2021, here.
All of the information we include in this monthly report is helpful to marketers and media sellers as they react to an evolving media landscape and new ways to measure and benchmark media strategies.
Looking to explore how advertising performs in the busy Fall and Winter seasons? Check out our recent look at Halloween creative and Winter holiday advertising.
For more on how TVision is using innovative technology and data analysis to reveal second-by-second engagement metrics for both programming and advertising, in both linear and CTV, contact us.