4.3 Lead-in and Lead-out Strategies

TV networks use clever scheduling tricks to keep viewers glued to their screens. Lead-in shows attract big audiences, while lead-out programs aim to hold onto those viewers. This strategy creates a seamless flow of entertainment, boosting ratings and ad revenue.

Strong lead-ins can make or break new shows by providing a ready-made audience. Meanwhile, effective lead-outs prevent viewers from changing channels. Networks like NBC and CBS have mastered this art, creating iconic lineups that dominated primetime for years.

Lead-in and Lead-out Programming Strategies

Lead-in and lead-out programming concepts

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• Lead-in programming serves as the show scheduled immediately before another program aiming to attract a large audience and entice them to continue watching the next show
• Strong lead-ins can significantly boost viewership for the following program by providing a solid audience base (Friends leading into Seinfeld)
• Lead-out programming acts as the show scheduled immediately after another program with the goal of retaining the audience from the previous show
• Strong lead-outs help maintain viewership and prevent audience drop-off by keeping viewers engaged with the network's programming (Seinfeld leading out of Friends)
• Effective lead-in and lead-out programming significantly influence audience flow by keeping viewers watching the network's lineup and reducing the likelihood of channel changing or turning off the TV

Impact of strong lead-in programs

• Strong lead-ins attract new viewers to the network by exposing the audience to new shows they may not have otherwise watched
• Helps establish a loyal viewer base for a new program by providing an initial audience (The Voice leading into new shows)
• Strong lead-outs retain the audience from the previous show preventing viewers from changing channels or turning off the TV
• Maintains consistent ratings throughout the programming block by keeping viewers engaged (CBS's CSI franchise)
• Consistent viewership is crucial for attracting advertisers and increasing ad revenue
• Establishes the network's brand and reputation by providing a cohesive viewing experience

Successful lead-in strategy examples

• NBC's "Must See TV" lineup (1990s)
  • "Friends" served as a strong lead-in for "Seinfeld"
  • "Seinfeld" acted as a strong lead-out for "ER"
  • Created a powerful programming block that dominated Thursday nights
• ABC's "TGIF" lineup (1990s)
  • Family-friendly sitcoms scheduled together on Friday nights
  • "Full House" and "Family Matters" functioned as strong lead-ins and lead-outs
  • Targeted a specific demographic and built a loyal audience
• CBS's "CSI" franchise (2000s)
  • "CSI: Crime Scene Investigation" provided a strong lead-in for "CSI: Miami" and "CSI: NY"
  • Spinoffs benefited from the popularity of the original series
  • Created a cohesive programming block centered around a common theme

Developing effective lead-in strategies

1. Consider target audience demographics by scheduling programs with similar target audiences together to create a cohesive viewing experience (Nickelodeon's kid-focused lineup)
2. Utilize popular, established shows by placing new shows after them to attract viewers and capitalize on the existing show's audience (The Big Bang Theory leading into Young Sheldon)
3. Create thematic programming blocks by grouping shows with similar themes or genres together to build a consistent viewing experience and retain audience interest (AMC's horror-themed "FearFest")
4. Analyze audience flow and adjust scheduling by monitoring ratings and audience retention between programs and making adjustments as needed to optimize viewership
5. Promote upcoming shows during lead-in programming using promos and teasers to generate interest in the next show and encourage viewers to stay tuned (NBC's "Must See TV" promos)