The ultimate reality show

CBS CMO George Schweitzer talks NFL football, big-event television programming, and TV sales.

CBS/John Paul Filo

What's the most galvanizing force in America? I'll give you a hint. It inspires pep rallies, human tunnels, and record television ratings. It's part art, part science, part commerce, and all drama. I'm talking about NFL football!

America's love for the pigskin is building to a fever pitch as we head into the Divisional Championships on Sunday. Look at the facts:

  • Last Sunday's broadcast of the AFC Divisional Playoff game between the New England Patriots and the New York Jets on CBS averaged 43.5 million viewers and was the most watched divisional playoff game ever.

  • The NFL on CBS averaged 38.5 million viewers for its two AFC Divisional Playoff games, making it the highest viewer average ever for any network's two games (AFC or NFC) during a divisional playoff weekend.

Big guys, big stakes, big numbers! And...big TV sets!

For television marketers like CBS, big-event television provides an awesome platform to showcase our programming. Record game viewership translates to record eyeballs seeing promos for upcoming shows on our network. We'll also be using Sunday's platform to expose more fans to our new hit series,"Hawaii Five-O" by airing an original episode immediately following the game.

Retailers are bracing for the opportunity as well. People all over the country are upgrading their television sets to get ready for the biggest games in sports. Next to Black Friday, post-season football is the largest driver of annual television set sales.

Television is our national hearth. Football and other premium content are the fuel that keeps it burning.

AFC Conference Championship Sunday, January 23
N.Y. Jets at Pittsburgh 6:30 p.m. ET on CBS

About the author

    George Schweitzer's position as chief marketing officer at CBS gives him a unique opportunity not only to observe but also to help shape the ways technology is altering the television industry. A communications major at Boston University who joined CBS after graduation some 30 years ago, George is also an unabashed technology geek who specializes in the latest home automation and entertainment gear.

     

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