For those who have been watching NCIS and or FBI live this fall, the reaction to this new style of CBS promo is mixed. (And to those harrumphing, “Who sits through commercials anymore?!,” well, this fun article probably isn’t for you.)
When I tweeted this Monday about nearly a full NCIS: Hawai’i scene being dropped into an NCIS ad break (instead of a traditional, quick “Coming up next!” teaser), one viewer concurred, “It is very odd. I actually thought the feed was messed up the first time I saw one,” while another said, “I was so confused last week during FBI thinking my TV glitched and jumped into [FBI:] International.” A third tersely opined, “Not a fan. AT ALL.” But at least one of my followers saw things from both sides, tweeting, “It’s a little jarring, but I get what they’re trying to do.”
What is CBS trying to do? Simply said, they want you to look up from your granddaughter’s TikTok (or whatever) and keep your eyes on the bigger screen in the room. In a crowded marketplace, it was explained to me by a CBS insider, “you’ve got to try new tricks to engage audiences.” The 10-second teaser spot that many of us grew up with and are used to “generally isn’t effective anymore,” I was told, “because people are busy, have phones in their laps….”
Meaning, if you, like I, have ever been startled to think that NCIS or FBI suddenly ended and the following program was already airing, and you in turn quickly redirected your attention to the TV, CBS’ work here is done. The promo department’s job is to let the audience know about the product (in this case, the new series NCIS: Hawai’i and FBI: International), get them interested and (in success) “get them to not turn the dial at the top of the hour,” says the CBS source.
Another new tactic that CBS is employing this fall is a promo campaign called “The Fight for Justice Never Sleeps,” which touts its 10 o’clock (and only its 10 o’clock) dramas. That effort stems from the fact that shows such as NCIS: Hawai’i, CSI: Vegas and Bull have improved viewership vs. their time slot predecessors (which, admittedly, got socked by a pandemic-depressed climate). Making the extra effort to hype 10 pm dramas can only benefit the local newscasts that follow and, in turn, The Late Show With Stephen Colbert (which easily outdraws its ABC and NBC rivals in viewers, and nips at The Tonight Show in the demo).
A Crossover No One Asked For — Or Did They?
If you’ve been watching NCIS lately and suddenly thought, “Wait… why does this feel like NCIS: Hawai‘i?” — you’re not alone. Longtime fans have noticed something unusual: CBS has been slipping NCIS: Hawai‘i scenes directly into the flagship NCIS episodes. Not as full crossover events. Not as special promos. But right in the middle of regular episodes.
So what’s really going on here?
Is CBS experimenting? Panicking? Or quietly executing a long-term franchise strategy?
Let’s break it all down — the why, the how, and what it means for the future of the NCIS universe.
The NCIS Universe Has Entered a New Era
From Standalone Shows to a Shared World
For years, the NCIS franchise followed a familiar formula:
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NCIS stayed in D.C.
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NCIS: Los Angeles did its own thing
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NCIS: Hawai‘i brought island vibes and fresh energy
Crossovers existed, sure — but they were events, not everyday storytelling tools.
Now? The walls are coming down.
CBS is clearly moving the NCIS franchise toward a shared-universe model, similar to what Marvel and Dick Wolf’s Chicago shows perfected.
What Exactly Is CBS Doing With NCIS: Hawai‘i Scenes?
Not a Crossover — Something More Subtle
This isn’t your typical “two-hour crossover event.”
Instead, CBS is:
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Inserting short Hawai‘i-based scenes
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Referencing Hawai‘i characters mid-episode
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Using shared cases, intel exchanges, and parallel investigations
It’s seamless — almost sneaky.
And that’s the point.
Why CBS Is Making This Move Now
1. Keeping NCIS: Hawai‘i Relevant After Cancellation Rumors
Let’s address the elephant in the room.
NCIS: Hawai‘i has faced:
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Ratings pressure
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Constant renewal uncertainty
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Fierce competition within CBS’s own lineup
By embedding Hawai‘i into the flagship NCIS, CBS:
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Keeps the characters visible
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Maintains audience familiarity
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Strengthens emotional investment
Out of sight is out of mind — and CBS isn’t letting that happen.
2. Propping Up the NCIS Franchise as a Unified Brand
CBS isn’t selling individual shows anymore.
They’re selling NCIS as a universe.
Think of it like this:
You’re not watching one show — you’re watching a franchise ecosystem.
This approach:
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Encourages viewers to watch multiple NCIS series
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Boosts streaming replays
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Makes spinoffs feel essential, not optional
Smart? Absolutely.
The Streaming Factor You Can’t Ignore
Paramount+ Changed Everything
CBS’s traditional ratings model no longer tells the full story.
On Paramount+:
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Viewers binge across series
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Shared characters increase watch time
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Franchise cohesion equals retention
By blending NCIS and NCIS: Hawai‘i, CBS is optimizing for streaming behavior, not just live TV.
Why This Strategy Feels Jarring to Some Fans
Longtime Viewers Expect Familiar Structure
Let’s be honest.
NCIS fans are loyal — but they’re also creatures of habit.
Suddenly seeing:
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New locations
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Unfamiliar characters
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Parallel storytelling
can feel disruptive.
It’s like ordering your favorite coffee… and the barista changes the recipe without asking.
But Newer Fans? They Love It
Fresh Energy Meets Legacy Storytelling
For newer viewers:
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Hawai‘i scenes feel modern
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The pacing feels cinematic
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The universe feels alive
This isn’t an accident.
CBS is intentionally bridging generations of viewers.
How This Helps NCIS Stay Relevant in 2026 and Beyond
Franchises That Don’t Evolve Die
Look around TV history.
The shows that survived decades?
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Reinvented themselves
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Expanded their worlds
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Took risks
By blending NCIS series, CBS is future-proofing the franchise.
Is CBS Testing a Bigger Move?
This Could Be a Soft Launch for Something Bigger
Let’s read between the lines.
This strategy could lead to:
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Permanent shared storylines
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Rotating characters between series
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A future “NCIS Prime” hub show
CBS isn’t improvising. They’re experimenting — carefully.
The Budget Reality Behind the Scenes
Shared Scenes Mean Shared Costs
Here’s the part no one talks about.
Blending shows:
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Reduces production redundancy
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Maximizes existing sets
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Justifies cast contracts
In an era of shrinking TV budgets, this matters.
Why CBS Isn’t Calling It a Crossover
Because Crossovers Are Risky
Crossovers:
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Require full audience buy-in
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Can confuse casual viewers
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Sometimes hurt ratings
By quietly integrating scenes, CBS avoids the backlash while still getting the benefits.
It’s subtle. Strategic. Almost surgical.
What This Means for NCIS: Hawai‘i Characters
They’re Not Going Anywhere — Yet
Even if NCIS: Hawai‘i faces an uncertain future, its characters:
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Remain canon
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Stay visible
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Can migrate into other NCIS shows
That’s a safety net — and a powerful one.
Could This Lead to Character Cross-Pollination?
Short Answer: Yes
Don’t be surprised if:
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Hawai‘i agents appear in D.C. arcs
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NCIS leads take temporary overseas assignments
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Fan-favorite characters get second lives
CBS is keeping its options open.
Why This Strategy Is Smarter Than It Looks
It Balances Nostalgia and Innovation
CBS knows:
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You can’t alienate loyal fans
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But you can’t stagnate either
This hybrid approach allows both.
The Bigger Picture: CBS vs. the Streaming Wars
Franchises Are the New Currency
In 2026, TV networks don’t win with single hits.
They win with:
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Universes
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IP longevity
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Multi-platform storytelling
NCIS is CBS’s crown jewel — and they’re protecting it.
Will This Continue Into Future Seasons?
All Signs Point to Yes
Given:
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Positive streaming engagement
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Increased social media chatter
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Franchise synergy
CBS has little reason to stop.
If anything, expect more integration, not less.
Final Thoughts: This Isn’t Random — It’s Strategic
CBS isn’t dropping NCIS: Hawai‘i scenes into NCIS by accident.
This is:
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Brand consolidation
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Audience conditioning
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Franchise evolution
It may feel strange now — but in a year, it’ll feel normal.
And that’s exactly what CBS wants.
Conclusion
At first glance, blending NCIS: Hawai‘i scenes into NCIS feels confusing, even unnecessary. But when you zoom out, the strategy becomes clear. CBS is future-proofing its biggest franchise by transforming NCIS from a collection of shows into a fully connected universe. It’s a move driven by streaming realities, budget pressures, and changing viewer habits — and whether fans love it or hate it, this shift signals that NCIS isn’t slowing down anytime soon.
