January has always been the Super Bowl month of broadcast television. Viewers are fresh off the holidays, advertisers are ready to spend, and networks traditionally roll out their biggest guns. This year, however, something unusual happened.
NBC, ABC, and even FOX have opted for January returns, but CBS has chosen to hold things off for the entire month.
So what’s going on here? Is CBS falling behind—or playing a long game the others aren’t? Let’s break it down in plain English, without the industry jargon, and uncover what this bold scheduling move really means for viewers, advertisers, and the future of network TV.
The Traditional Power of January in Network Television
Why January Is Prime Time for Prime Time
January isn’t just another month on the TV calendar. It’s when:
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Viewership spikes after the holidays
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Advertisers launch new-year campaigns
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Ratings reset for the rest of the season
Historically, January is when networks debut new episodes, launch midseason replacements, and build momentum heading into spring.
Skipping it? That’s not a small decision.
NBC, ABC, and FOX Stick to the Classic January Strategy
NBC’s January Push: Consistency Is King
NBC leaned into what it knows best—reliable scheduling. By bringing back its core scripted and unscripted shows in January, NBC signals stability. Viewers know where to find their favorites, and advertisers love predictability.
In short, NBC didn’t reinvent the wheel. It just made sure it kept rolling.
ABC Bets on Viewer Habits
ABC followed a similar playbook. January returns reinforce habits. When viewers expect their shows back and actually get them, loyalty grows.
It’s like meeting a friend who always shows up on time—you trust them more.
FOX Goes All In on Momentum
FOX’s January strategy is about energy. Quick returns mean faster story arcs, buzz on social media, and less risk of audiences drifting away.
FOX isn’t waiting for the perfect moment. It’s creating one.
CBS Breaks the Mold by Skipping January Entirely
The Decision That Raised Eyebrows
While its competitors jumped back into action, CBS hit pause.
No January premieres. No early-year returns. Just silence.
At first glance, it feels risky. But in television, silence can be strategic.
Why CBS Is Delaying: The Strategy Behind the Silence
1. Avoiding Audience Burnout
Let’s be honest—viewers are overwhelmed.
Between streaming platforms, cable, and broadcast TV, content fatigue is real. By holding off, CBS may be giving its audience breathing room.
Sometimes, absence really does make the heart grow fonder.
2. Creating Event Television Instead of Routine TV
By skipping January, CBS can turn February premieres into events. When shows return all at once, it feels bigger—more exciting.
Think of it like dropping an entire album instead of releasing singles every week.
3. Aligning with Streaming and On-Demand Viewing
CBS is deeply invested in streaming. Delaying broadcast returns may help sync linear TV schedules with digital strategies, creating stronger cross-platform engagement.
This isn’t just about TV anymore—it’s about ecosystems.
How This Impacts Viewers at Home
Are CBS Fans Losing Out?
Short-term? Maybe.
Long-term? Not necessarily.
Viewers who love CBS shows might feel impatient now, but anticipation can boost engagement when shows finally return.
Ever waited for a movie sequel longer than expected—only to rush to theaters on opening night? Same idea.
Viewer Loyalty vs. Viewer Drift
The risk, of course, is drift. With NBC, ABC, and FOX airing fresh episodes, viewers might form new habits.
CBS is betting that loyalty outweighs temptation.
The Advertising Angle: A Calculated Gamble
Why Advertisers Care About January
January ad slots are premium real estate. Skipping the month means passing on immediate revenue.
So why do it?
Delaying for Higher-Impact Ad Buys
By clustering premieres later, CBS can offer advertisers bigger moments, stronger ratings spikes, and more concentrated attention.
Instead of a slow burn, they’re aiming for a fireworks show.
The Competitive Landscape: Is CBS Falling Behind?
Short-Term Visibility vs. Long-Term Control
NBC, ABC, and FOX dominate January conversations. CBS fades into the background—for now.
But stepping back can sometimes offer clarity. CBS gets to watch what works, what doesn’t, and adjust accordingly.
Historical Context: CBS Has Done This Before
This Isn’t CBS’s First Scheduling Curveball
CBS has a history of unconventional scheduling—and it’s paid off more often than not. The network tends to favor steady ratings over flashy wins.
Slow and steady doesn’t always trend on Twitter, but it wins seasons.
Streaming Has Changed the Rules of the Game
Appointment TV Isn’t What It Used to Be
Once upon a time, missing an episode meant you were out of luck.
Now? DVRs, on-demand, streaming apps—it’s all instant.
CBS delaying January returns may matter less in a world where viewers watch on their own schedules anyway.
Social Media Buzz: Risk or Opportunity?
Will CBS Lose the Conversation?
January chatter will favor NBC, ABC, and FOX. But silence can spark curiosity.
“Where are CBS shows?” becomes a question—and questions drive clicks.
What Happens When CBS Finally Returns?
A Compressed, High-Energy Schedule
When CBS does come back, expect:
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Faster story arcs
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Fewer breaks
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Higher narrative intensity
This could actually improve viewer satisfaction.
Industry Reactions: Divided Opinions
Critics vs. Strategists
Some industry voices call the move outdated. Others call it brilliant.
The truth? It won’t be clear until ratings roll in.
Television strategy is chess, not checkers.
What This Means for the Future of Broadcast TV
A Sign of Changing Priorities
CBS’s January delay reflects a bigger shift: networks are no longer bound by old rules.
Flexibility, timing, and platform synergy matter more than tradition.
Final Verdict: Smart Strategy or Risky Delay?
CBS skipping January while NBC, ABC, and FOX charge ahead is bold—maybe even uncomfortable.
But bold doesn’t mean reckless.
This move suggests confidence. Confidence in content. Confidence in audience loyalty. And confidence that quality, when timed right, still wins.
Only time will tell if CBS made the right call—but one thing’s certain: they’ve changed the conversation.
Conclusion
In a television landscape where everyone is rushing forward, CBS chose to pause. While NBC, ABC, and FOX embraced January returns to maintain momentum, CBS opted for patience, strategy, and long-term impact.
This isn’t hesitation—it’s a calculated bet on audience loyalty and event-driven television. Whether it pays off or not, CBS has reminded the industry that sometimes, the most powerful move is knowing when not to move.
