There are several franchises that have really benefited from a back-to-back lineup. One Chicago and NCIS have dominated the ratings on their respective nights, proving that when networks make it easy for viewers to know what day and time to watch their favorite shows, more people tune in. The NCIS franchise now has six shows in its universe, and is one of the longest-running franchises with the flagship show first airing in 2003 on CBS.
With spin-offs such as NCIS: Los Angeles, Sydney, Hawaii, New Orleans, and Origins, the franchise has been a staple on television for several decades now and has capitalized on creating a world that is easy to jump into as a viewer. Similarly, One Chicago has become one of Wednesday’s biggest hits, with Chicago Fire, Chicago PD, and Chicago Med blowing away the competition. Having consistent viewership because of smart scheduling only increases the likelihood that a franchise will continue to thrive in the future.
9-1-1 has already proven to be a successful series on its own, but this line-up strategy can demonstrate that there are always ways to breathe new life into a franchise. Now with 9-1-1: Nashville being added into the mix, the franchise is showing that it can create other cities with new characters that will draw viewers in. But a scheduling method like this one can also illustrate that bringing the shows together can make for a more cohesive viewing experience. Who knows if 9-1-1: Lone Star would have lasted more seasons if the shows had been on the same network and the same night? At this point, it’s just a relief that 9-1-1 is willing to invest in making the franchise the very best it can possibly be.
Television is a tough business. Networks battle for ratings, streaming platforms fight for attention, and audiences are more distracted than ever. Yet, some franchises like NCIS have not only survived but thrived for decades. What’s their secret? It’s not just storytelling, star power, or budget. The magic lies in one often-overlooked element: scheduling strategy.
In this article, we’ll break down how scheduling has shaped the success of franchises like NCIS, why timing matters more than most people realize, and what lessons both TV producers and fans can take away from it.
The Power of Perfect Timing
When it comes to television, timing is everything. A great show in a bad time slot can flop. A decent show in a prime-time slot can skyrocket. For NCIS, CBS carefully crafted a schedule that kept viewers coming back week after week.
Think of scheduling like planting crops. If you plant at the right season, the harvest thrives. If you plant at the wrong time, everything fails—no matter how good the seeds are.
Consistency Builds Loyalty
One of the key strategies networks like CBS used was consistency. NCIS aired at the same time every week for years. Viewers knew exactly when to tune in. This predictability built habits, and habits created loyalty.
It’s similar to your morning coffee routine. If your favorite café opens late even once, you might switch. But when it’s always there, always reliable—you stay faithful. That’s what NCIS achieved with its schedule.
Lead-In Power: Riding the Ratings Wave
Another scheduling genius move is the lead-in strategy. A strong show placed right before another creates a ratings wave. Networks used heavy hitters like NCIS to introduce spin-offs (NCIS: Los Angeles, NCIS: New Orleans, NCIS: Hawai‘i).
This is like inviting friends to a party—if the crowd is already lively, newcomers blend right in. Spin-offs benefited from the established energy of their predecessor.
The Snowball Effect of Spin-Offs
The brilliance of NCIS scheduling wasn’t just about the main show. It was about creating a franchise ecosystem. With carefully staggered releases, CBS ensured there was always an NCIS-related show airing.
This snowball effect kept the brand in viewers’ minds year-round, just like a blockbuster movie universe. Fans didn’t have time to forget; they were constantly engaged.
Why Prime Time Still Matters in a Streaming World
You might think traditional TV scheduling doesn’t matter in the age of Netflix, Hulu, and Disney+. But guess what? It still does. Shows like NCIS prove that prime-time slots remain powerful.
Streaming is like an all-you-can-eat buffet. But prime time is like dinner reservations at a hot restaurant—you commit, you show up, and you experience it in real time with everyone else. That sense of community fuels fan conversations and long-term loyalty.
Cross-Promotion: The Hidden Weapon
Networks also use scheduling for cross-promotion. During commercial breaks, they push spin-offs or related shows. When NCIS aired, CBS often promoted NCIS: Los Angeles right before or after, keeping the audience within the franchise universe.
It’s like shopping at a store—you go for one item, but clever placement makes you leave with three.
Scheduling as Storytelling
Interestingly, scheduling doesn’t just manage viewership—it enhances storytelling. By aligning spin-offs and crossovers, networks create mini TV events. Fans are encouraged to watch multiple shows to see the full story unfold.
Think of it as a Marvel-style crossover, but on TV. Timing is the glue that holds the experience together.
The Risk of Bad Scheduling
Of course, not every show thrives. Poor scheduling has killed plenty of promising series. Competing against sports finals or big cultural events can tank ratings. Networks that shuffle shows around too often lose audiences quickly.
It’s like moving your store’s location every month—customers stop bothering to look for you.
How ‘NCIS’ Became a Model for Others
The NCIS franchise became the gold standard. Other networks looked at its scheduling strategy and borrowed ideas. Shows like Law & Order, Chicago Fire, and even superhero universes leaned on consistent time slots and spin-off synergy.
Scheduling Strategy in Streaming Platforms
Even streaming giants use scheduling tricks. Think of how Netflix staggers seasons or drops episodes weekly (Stranger Things vs. The Witcher). It’s no accident—it’s the same principle that kept NCIS alive for decades.
Instead of time slots, streaming platforms use release timing to keep fans hooked.
The Human Psychology Behind Scheduling
Why does scheduling matter so much? It taps into human psychology. We’re creatures of habit. When a show fits into our weekly rhythm, it becomes part of our lifestyle. Break that rhythm, and the connection weakens.
It’s like going to the gym. Miss a few days, and suddenly it’s harder to go back.
The Balance of Scarcity and Availability
Another clever tactic is balancing scarcity and availability. NCIS episodes drop once a week, leaving fans hungry for more. Too much at once can cause burnout, while too little makes people lose interest.
This balance is the heartbeat of successful franchises.
Global Syndication and Timing
Scheduling doesn’t stop at national TV. International syndication of NCIS followed strategic release windows. By carefully timing global launches, CBS built worldwide fandom.
It’s like releasing a hit song worldwide at just the right moment to top the charts everywhere.
Lessons for Content Creators and Marketers
Even if you’re not running a TV franchise, these lessons apply. Timing your posts, launches, or product drops can make or break success. Whether it’s YouTube videos, blogs, or podcasts—schedule matters.
If NCIS can dominate for decades, so can your brand with the right timing strategy.
Conclusion
The success of NCIS and similar franchises proves that scheduling is far more than logistics—it’s a strategy. By using consistency, lead-ins, cross-promotion, and perfect timing, these shows built loyal audiences and long-lasting legacies.
In a world where attention is currency, scheduling is the quiet but powerful engine driving success.
