ABC Restores TGIF, Betting That Nostalgia Will Woo Families Back to Fridays

One of the most successful programming brands returns, but will it still resonate?

Meet the next generation of consumers where they are now. Join us virtually for The New Consumer, on March 30, for tips from Clutch, Mars Wrigley and more. Sign up for free.

TV’s nostalgia craze is now extending beyond reboots and revivals like Magnum P.I. and Will & Grace. This Friday, one of television’s most famous programming blocks returns: ABC’s TGIF, which initially stood for Thank Goodness It’s Funny. From 1989-2000, the ABC brand entertained kids and their families on Friday nights with hit sitcoms like Full House, Family Matters and Perfect Strangers.

For children in the ’90s, “this was their whole social life on Friday night. Either they watched with their family or they would have sleepovers with friends,” said Rebecca Daugherty, evp of marketing for ABC.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.