Stirring up sentiment

CTV skews female with This Is Us.

This article appears in the Summer 2016 issue of strategy.

On the more heartstring-tugging side is dramedy This Is Us, which had audiences invested quickly with its trailer (it topped 50 million views on Facebook in 11 days). The drama, airing Tuesdays at 9 p.m. on CTV and NBC, follows an ensemble cast of characters who share the same birthday through their varying life circumstances.

The new series, from the writers/directors of Crazy, Stupid, Love, stars Milo Ventimiglia (Heroes, Gilmore Girls), Mandy Moore (A Walk to Remember) and Sterling K. Brown (American Crime Story: The People vs. O.J. Simpson).

Excelerator’s Tonia Beale finds This Is Us similar to the long-running Parenthood, which reached women 25 to 54, and Touché’s Dey notes that the show benefits from a good time slot. “It’s really going to create that emotional connection that we’re looking for when we advertise on television,” Media Experts’ Pina Cuffaro says.

The pickup was part of CTV’s strategy to fill its schedule with more female-skewing shows.

“We have a really great female story,” says Mike Cosentino, VP programming for CTV and CraveTV. “I frankly thought we were tipping a little bit into the genre of the superhero schedules, so Arrow moving off CTV (it’s now on CTV Two) addressed some of that imbalance.”