WHAT MATTERS:
- Numbers posted.
As I wrote last summer, COVID-19 stay-at-home orders completely distorted the entire shape of the 2019-20 TV season, significantly increasing overall viewership and wiping out what would normally be a spring decline period. In response to the league average inflation, I created a second version of A18-49+ called "CVPlus," which used two separate league averages to with typical spring declines.
In the 2020-21 season, COVID has remained with us, but the viewing inflations are pretty much gone. At least in terms of the external environment, the 2020-21 season is taking on a much more normal "shape," as shows have experienced their typical spring declines. Perhaps there could be some concern about even bigger spring declines, as the improving weather coincides with states lifting COVID restrictions, but this distortion is nothing like what we saw last year.
However, portraying the landscape in the 2020-21 season is still a unique challenge. This time, it's not about a change in the environment, but about a change in what the networks have actually aired. Due to production shutdowns, all the regular scripted options had their season premieres at least a month later than usual, and some delays were much longer. In place of these shows were a slew of filler programs, the likes of which we almost never see on the broadcast stage in the regular season. It's somewhat similar to the writers' strike year of 2007-08, which had several months completely dominated by unscripted programming.
So we don't need to use multiple league averages the way we did last year, because individual shows are behaving more normally. But we may need to make sure that the one 2020-21 league average is painting a fair picture. What do we do with the filler programming from the fall? Should it all be automatically included? In 2007-08, all of it was included, and (as I've acknowledged before) the LA that season was probably a bit deflated. Tinkering with what goes into the league average for 2020-21 might be setting a new precedent, so we should tread lightly.