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CBS 2018 Upfront Impact Report

May 15, 2018

CBS: Audience insights for the 2018 Upfronts

CBS was the #1 network in terms of total viewers in the 2016-2017 TV season, and its highest-rated shows were The Big Bang Theory, NCIS, and Bull. The Big Bang Theory was also one of the network’s most engaged shows over the past year, but was beat out by CBS’s NFL programming and The Late Show with Stephen Colbert.

The top audience persona for people who engage with CBS is Old Money Rustics. When it comes to late night shows, the audiences engaging with The Late Show with Stephen Colbert and The Late Late Show with James Corden are also engaging with different groups of brands. Those who engage with Colbert also engage with Lending Tree, Angie’s List, and Lifelock, while Corden’s audience is more likely to engage with TD Bank, Skechers, and Calvin Klein.

In 2019, CBS will air Super Bowl LIII, which will be played in Atlanta. While the teams competing for the title won’t be known until January, the audience that engages with the Super Bowl itself is also engaging with Straight Talk Wireless, real estate company Century 21, and Super Bowl halftime show presenting sponsor Pepsi.