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Why a Night That Has Traditionally Been Seen as a Dumping Ground Is Finally Starting to Catch On USA Today

A night of prime time that was traditionally thought of as the place where struggling shows went to die is beginning to show signs of life. USA Today reports that the networks are experiencing a turnaround on Friday nights.

“Hawaii Five-0,” now paired with “Blue Bloods” on CBS’s Friday night prime-time schedule, has increased its audience by 11%. NBC’s “Grimm” and ABC’s “Shark Tank” are also catching on with young-adult viewers and match shows airing on more popular nights, the piece reports.

The piece quotes Glenn Geller, who oversees returning programs for CBS, saying: "We've had tremendous success this year" with the combination of "Five-0" and 'Blue Bloods." "Every network has a little something to crow about, and it's great for network television. Audiences show up for good TV, and there's a lot to choose from on Friday night."

Fridays tend to draw an older crowd, and movie studios may not pay as much to air an ad on that night, given that they hope their audience is actually at the theater, the story notes.

“But networks can charge advertisers for viewing up to three days after a show's initial broadcast, and with DVR playback peaking on weekends, series that run late in the week benefit financially from a delayed ratings bump,” the article reports.

The piece also notes: “Although several Friday shows could stand ratings improvement, the night doesn't appear to be headed in the direction of Saturdays, the week's least-watched night, which hasn't featured broadcast scripted programming in about a decade and instead is mostly a wasteland of repeats.”

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