The Pulse on Programming: July 2023 Preview

Welcome back to our monthly programming spotlight! We know that, as a local business owner, it’s imperative for you to reach your target audience now more than ever.

That is why we have put together a monthly preview highlighting three cable programs that represent exciting advertising opportunities for local businesses. We’ve rounded up information on show premiere dates, audience demographics and data, and other relevant information to inform your media buys and your overall cable TV advertising strategy.

With a packed summer slate headed to cable TV and streaming services, July offers a number of exciting original programming and televised events to help your business plan a media buy to reach your target audience and achieve your digital advertising goals.

And remember: even if inventory for these specific shows are “sold out”, we offer a wide range of additional programming that can be used to reach your intended audience. Connect with Cox Media’s experts to learn more about the following advertising opportunities, as well as additional programming that can help you connect with local consumers.

Here are three big programming opportunities for July:

1. Christmas in July – Annual Stunt

Hallmark movie fans are eagerly awaiting the return of the cable network’s annual “Christmas in July” movie event. The month-long marathon of debut movies and fan favorites is poised to deliver a big audience for Hallmark and its dedicated audience—especially if it can replicate its success from 2022.

Last year, “Christmas in July” made Hallmark Channel the most-watched channel among both day and primetime audiences for the entire month. The network’s three original movie premieres averaged more than 5.1 million viewers across cable and streaming services.

This year, Hallmark is rolling out four brand-new movies in addition to its deep catalog of holiday hits. With its high audience engagement from women in the 25-to-54 age group, plus high-volume viewership across its audience—more than half of all Hallmark viewers watch more than 10 hours of cable TV each week—businesses targeting adult women shouldn’t let this advertising opportunity slip by.

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2. Miracle Workers – Returning Series

After a long wait, fans of TBS’ “Miracle Workers” will finally be rewarded with the show’s fourth season when it premieres on July 10 at 10/9c. The comedy, which is part-workplace comedy, part-love story, stars Daniel Radcliffe and Steve Buscemi in a season that will feature a post-apocalyptic setting.

“Miracle Workers: End Times” could be in position for strong ratings across cable TV and streaming audiences. During its last season it ranked as cable’s most-watched sitcom, reaching more than 18 million viewers. Now, as TBS’ only original show currently on its summer slate, the comedy will likely be heavily promoted, further bolstering its numbers.

Businesses targeting the 18-to-49 age group should explore the ad buy opportunities associated with this show.

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3. What We Do in the Shadows – Returning Series

The cult cable sensation “What We Do in the Shadows” has already been renewed for a sixth season before the premiere of season five. That should tell you everything you need to know about the popularity of this mockumentary following four vampires who reside in Staten Island, New York.

In its last season, “What We Do in the Shadows” averaged more than 350,000 viewers on cable TV, in addition to its viewers when available for streaming the following day. Most notable is the way the show has grown its audience over time: while it premiered in 2017 as one of the most-watched cable comedies in years, its audience has continued to grow, making the show a massive hit for FX.

With a broad audience of dedicated fans across the 18-to-49 age group, this cable sensation offers excellent cable TV and streaming ad prospects for many local businesses.

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Ready to plan new media buys that capitalize on upcoming programming opportunities? Contact Cox Media to get started today.

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