Broadcast ratings for the early days of the new TV season dropped by one-third as broadcasters mounted makeshift schedules to fill the void until their top-tier scripted series can return later in the year.
This continues the migration to streaming, which has accelerated during Covid-19. “Everyone’s down substantially. It’s only a question of how far you’re down,” said Catherine Sullivan, CEO at PHD USA.
Without the usual September rush of broadcast premieres, fourth-quarter ad impressions are up in the air due to upended production schedules.
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