There’s a reason why CBS has been the most watched network in America for 17 years—they aim to meet the moment. The marketing plan for their fall primetime line-up exemplifies this mission by highlighting the feel-good television on their slate.
In an interview with Variety, CBS President and Chief Marketing Officer Mike Benson shared what the network’s vision is for its upcoming marketing campaigns.
Jokingly calling it the “Comfort Broadcasting System,” Benson pointed to data research centered on how TV viewers are reacting to the shows they watch in this era. Consumers are interested in “getting comfy and escape,” he said. “Something that we all kind of need today.”
Recognizing what their audience is looking for, CBS is leaning into comfort TV, and they’re doing so by embracing what sets broadcast apart from cable and streaming.
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CBS Offers Respite In Post-Peak TV World
With the 24-hour news cycle constantly informing Americans of the latest horrible policy or terrifying event, it can often leave TV viewers feeling overwhelmed. There’s also an overwhelming amount of television available on numerous platforms, making it exhausting to narrow down what to watch. We’re living in the post-Peak TV boom, but it doesn’t feel like it because we’re constantly being sold on programs through algorithms and data collected by third-party services.
CBS is working on bringing TV lovers back to basics with, as Benson put it, “TV as it was meant to be.” He said, “There’s a lot of shows out there that just feel dark and maybe a little depressing,” and the network’s fall programming is the antithesis of this trend. They’re in the business of understanding why people are attracted to certain shows, and they’ve launched hit after hit.
Broadcast is often dinged for being hokey; it’s not prestige television. However, it is the attention to sentiment, well-worn but beloved tropes, and the comfort of the procedural format that keep viewers tuning in. The storytelling and acting often go unacknowledged by the academy, despite the talent that makes these shows great. Nonetheless, broadcast is home to exceptional creatives and their work.
Connecting To CBS Viewers With Campaigns
For the CBS brand, Comfort TV also goes hand in hand with giving back and spotlighting initiatives in which the network is invested. The first to launch in October is a Breast Cancer Awareness month campaign tied to Elsbeth.
On Thursday, October 2, Carrie Preston will host a three-episode primetime marathon of the crime procedural that will see CBS turn “pink.” During the marathon, in partnership with the non-profit Know Your Lemons, Preston will debut the network’s Breast Cancer PSA and exclusive content for the upcoming third season of Elsbeth. On Wednesday, October 8, in partnership with the Tribeca Film Festival, the show will have a premiere screening event with Know Your Lemons.
CBS will also honor veterans and gold star families in October. “Tuesdays of Honor,” which kicks off Tuesday, October 14, will feature American heroes and their loved ones, who’ve sacrificed for our country, on-air and on social media during the network’s new three-hour NCIS block. In partnership with Lovesac and VIZIO, honorees selected by TAPS (Tragedy Assistance Program for Survivors) and Team Rubicon will receive comfort upgrades to their family rooms, including a Snugg couch and a TV. They’ll also be interviewed by cast members of the NCIS franchise.
CBS Fall 2025 Schedule
The Eye network’s commitment to being a feel-good destination will serve it well this fall. Find the schedule for CBS premiere week below (all times in EST):
Sunday, October 12
8:30-9:30 p.m. — Matlock season 2
9:30-10:30 p.m. — Elsbeth season 3
Monday, October 13
8-8:30 p.m. — The Neighborhood season 8
8:30-9 p.m. — DMV series premiere
9-10 p.m. — FBI season 8
10-11 p.m. — Watson season 2
Tuesday, October 14
8-9 p.m. — NCIS season 23
9-10 p.m. — NCIS: Origins season 2
10-11 p.m. — NCIS: Sydney season 3
Thursday, October 16
8-8:30 p.m. — Georgie & Mandy’s First Marriage season 2
8:30-9 p.m. — Ghosts season 5
9-10 p.m. — Matlock regular timeslot
10-11 p.m. — Elsbeth regular timeslot
Friday, October 17
8-9 p.m. — Fire Country season 4
9-10 p.m. — Sheriff Country series premiere
10-11 p.m. — Boston Blue series premiere
Sunday, October 19
8-9 p.m. — Tracker season 3 premiere
9-10 p.m. — The Road series premiere
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