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Ad Rates and Ratings--CBS 2017-18

If you missed it, AdAge has posted the ad rates for all fall shows and some midseason shows (click here to see them). In the case of CBS, only the fall shows are listed. Between the ad rates and the shows listed, I have a few guesses as to what happens going forward.

First, though, it's important to put these ad rates into context; for convenience, here are the show's ad rates in terms of percentage of the average; meaning, if a show has a 120 next to it, its ad rate is 120% of the average CBS show's ad rate.

Show
Relative Ad Rate
The Big Bang Theory
229
Young Sheldon
145
Survivor
114
NCIS
112
Seal Team
108
9JKL
106
Bull
103
Scorpion 
100
60 Minutes
100
Mom
98
SWAT
97
Kevin Can Wait
97
Me Myself & I
95
Life in Pieces
94
NCIS: LA
93
Criminal Minds
93
Superior Donuts
88
Wisdom of the Crowd
85
NCIS: NO
79
Hawaii 5-0
70
Blue Bloods
67
Madam Secretary
66
MacGyver
61

Advertisers Aren't High on Friday
With the way the league average is headed, MacGyver would only need about a 0.6 rating in A18-49 C3--or, people who watch the commercials within three days. That would be around a 0.5ish rating in Live + Same Day, definitely a low bar. Considering the first season did 88% of the Big 4 league average in Live + Same Day, this is quite the drop year-to-year. While it won't be hard for MacGyver to beat that 61 threshold, it also shows that ad revenue is lower here than with any other show on the fall schedule. The same really goes for Hawaii 5-0 and Blue Bloods; both are much lower than one might expect, especially given the fact that Blue Bloods is one of the most-watched shows on television overall. 

Not Bad, Young Sheldon, SEAL Team, and 9JKL
Given that Young Sheldon is so tonally different from The Big Bang Theory, it wasn't a given that CBS would get away with charging such a high ad rate, but they did. While a 145 out of a 229 isn't great, it's certainly respectful and based on the premiere rating very well might do better than that. SEAL Team also impressed at nearly the same ad rate as lead-in Survivor, and while they weren't as high on 9JKL as Young Sheldon, it's still the show that garnered the 6th-highest ad rates. As long as it stays above CBS's average A18-49, it should be considered successful enough that make-goods are not necessary. Having said that, there's certainly room for improvement in its ratings.

Wisdom of the Crowd is Just OK
Given Wisdom of the Crowd gets to enjoy airing in the football halo plenty of times, having an ad rate at 85% of CBS's average isn't the most promising; in fact, there are only two non-Friday shows with lower ad rates than it. Certainly this takes into account impending spring numbers, when it airs in Daylight Savings Time without the football halo. Still, given those numbers are bound to be below average, are 0.6-0.8 C3 ratings expected? 

Kevin Can Wait Tumbles
Granted, Kevin Can Wait isn't airing after The Big Bang Theory at all this season, but certainly the hope was there would be renewed interest in seeing Leah Remini on the show as a mini-King of Queens reboot of sorts, especially given the extensive media coverage over the summer. None of that stopped its ad rate from falling 25% from last season; only three shows on all of broadcast television had steeper declines than that. Its only slightly below average, showing that it can certainly have longevity, but isn't expected to be the hit it once was. 

What are your thoughts? Let us know in the comments below!