What's Happening?
CBS News has announced plans to continue its series of town hall programs under the title 'Things That Matter,' despite the initial installment not performing well in terms of ratings and advertising support.
The series, which aims to feature debates and discussions with newsmakers and influential figures, will be hosted by a rotating lineup of moderators. The first town hall, moderated by Bari Weiss and featuring conservative activist Erika Kirk, aired during a low-viewership time slot and attracted an average of 1.87 million viewers, with only 265,000 in the key demographic of 25 to 54-year-olds. The program struggled to attract mainstream advertisers, relying instead on direct-response advertisers. CBS has secured Bank of America as the title sponsor for the series, which is set to formally launch in the new year.
Why It's Important?
The continuation of the 'Things That Matter' series by CBS News highlights the network's commitment to fostering public discourse and debate, even in the face of initial setbacks. This initiative reflects a broader trend in media to engage audiences with substantive content amidst a landscape where trust in mainstream media is fluctuating. The involvement of high-profile figures such as U.S. Vice President JD Vance and OpenAI CEO Sam Altman in future town halls underscores the potential for these events to influence public opinion and policy discussions. However, the series' success will depend on its ability to attract a larger audience and secure more robust advertising support, which are critical for its sustainability and impact.
What's Next?
As CBS News prepares to formally launch 'Things That Matter' in the new year, the network will likely focus on refining its format and marketing strategy to boost viewership and attract more mainstream advertisers. The involvement of Bank of America as a title sponsor may provide a financial cushion, but the series will need to demonstrate its value to both audiences and advertisers to ensure its longevity. Future town halls featuring prominent figures and contentious topics could draw more attention, potentially increasing the series' influence and reach. The network's ability to balance engaging content with commercial viability will be crucial in determining the series' future.
