CBS announced that it will air a freshman drama in the post-Super Bowl spot, an hour that can draw huge audiences for a program, reports Bill Carter in The New York Times’ Media Decoder.
The show is "Elementary," the contemporary Sherlock Holmes series.
"The network announced the move Monday, which follows what has been a CBS pattern: using the enormous audience for the game — over 100 million viewers — to lift a new show by exposing it to hordes of viewers," Carter points out.
CBS picked the reality show "Undercover Boss" the last time it aired the game, and attracted 38.6 million viewers to the then-new series. While it was a hit its first season, "Boss" has since faded, Carter points out.